Now before I let you have the next interview, I have to confess this was the one that made me most nervous. Simon’s known for being a little eccentric and his sense of humour often results in cries of “HR!” round the office. But I have to admit to being quietly impressed. Maybe Ralph’s a good influence? See what you think…

Ralph: [purrs into action] Simon! Chief Commercial Officer at Ebbon Intelligence—it’s brilliant to finally meet you! Over 36 years in the automotive sector? That’s practically ancient history!

Simon: [chuckles] Harsh but fair Ralph. Especially considering you’re such a new kid on the block, I suppose it does feel like a long time! I’ve spent most of that time around software solutions in the automotive world. I’ve seen the shift from diesel and petrol engines to EVs, the rise of online vehicle purchasing, and how much emphasis is now placed on the purchase path before the buyer gets to the dealership, especially high-quality imagery. It’s a whole different marketplace from when I first started.

Ralph: [buzzes with curiosity] So, what brought you to Ebbon Intelligence? I imagine you’ve seen quite a bit of change—what made you want to join the team here?

Simon: It’s the sheer scale of change we’re seeing in the industry, and the forward thinking nature of Ebbon to meet that head on. Vehicles are becoming more about software than engine parts—they’re computers on wheels. And the way people buy cars has shifted dramatically. Back in the day, my dad would visit five different Jaguar dealerships to get the best deal. Now? Buyers are making decisions based on online images and videos. They want realism and authenticity—no doctored photos, just the real asset, flaws and all.

Ralph: [hums approvingly] That’s exactly what I’m here for! Crisp, true-to-life images that make you feel like you’re standing right there with the vehicle in front of you. But you mentioned “mass bespoking”—I like the sound of that. What is it?

Simon: It’s the next step. We’re not just showing images; we’re tailoring them for the individual. Imagine a potential buyer looking at a specific model online. With the right tech, we can serve them images and videos that match their tastes, preferences, even the colour they’re most likely to buy. It’s a level of personalisation the industry hasn’t seen before. And Ralph enables that consistency of image capture, which is crucial.

Ralph: [whirrs with excitement] I love it! Consistency and personalisation—no more guessing games. So, what are the biggest challenges you see for dealers right now?

Simon: There are three main ones: quality, consistency, and speed to market. The market is more competitive than ever, with new ownership models like subscription and flexi-leasing popping up. It’s no longer just about selling a car; it’s about offering the right experience. When autonomy fully arrives, we’re looking at the ultimate Uber experience—people won’t own cars, they’ll just access them as needed.

Ralph: [clicks in appreciation] That’s the future right there—cars as a service. And with me capturing top-quality images at scale, we’re setting the stage. Now, I hear you’ve got quite the collection of cars yourself?

Simon: [laughs] Yes, at one point I had 75 vehicles spread across the globe—Triumph Stags, Jensen Interceptors, you name it. I’m down to four Jensens now, all in concours condition. They’re not exactly eco-friendly, but there’s nothing quite like them.

Ralph: [whirrs admiringly] 75 cars? That’s not a collection; that’s a fleet! And I also hear you’ve got a bit of a penchant for martial arts?

Simon: I do! I’ve been practising Japanese martial arts since I was young. My father and grandfather were both into judo, and I took up karate in 1968. I represented the country, won the European Open Championship three times, and even lived in Japan for four years. That experience taught me a lot about discipline, focus, and the importance of precision—traits I definitely bring into my work.

Ralph: [buzzes with respect] Now that’s impressive! From the dojo to the dealership. And finally, I have to ask—what’s your dream car?

Simon: It has to be the Jensen Interceptor. Classic design, powerful US engines—though I admit, they’re not exactly the kindest to the planet! That’s why I’m really excited to see EV design catching up. We’re finally seeing style and sustainability coming together.

Ralph: [clicks approvingly] A man of style and substance! I’m excited to see where we go from here, Simon. It’s been a pleasure meeting you.

Thank you, Ralph and Simon, that was both unsurprisingly rich in insight and surprisingly low in “yikes!” moments!