RockED has been working with Hendrick Automotive Group dealerships since 2022.

Now it’s official: the auto industry training platform is a partner of the company that bills itself as the nation’s largest privately held automotive retail organization.

In a news release, RockED said collaboration illustrates a “shared commitment to transforming dealership learning and performance at scale.”

The companies said a number of Hendrick locations had adopted RockED through OEM programs over the past three years, using its short-form, artificial intelligence-powered learning and roleplay.

This year, Hendrick launched a 90-day pilot program in about 20% of its dealerships to test RockED’s capabilities. Store participation exceeded expectations, the companies said, with managers employing the platform’s feedback and coaching features and high overall employee engagement.

As a result, Hendrick, which operates 95 dealership locations, 21 collision centers and four accessories distributor/installers in 13 states, has implemented RockED in all of its stores.

RockED CEO Matthias Stoever called the partnership a milestone for his company.

“Hendrick Automotive Group has always been known for its dedication to employee growth,” he said. “They set the standard for what it means to invest in people. Seeing them choose RockED as their platform of choice is an incredible validation of the work our team has done and a clear signal of where the industry is heading.

“When an organization with Hendrick’s reputation and scale decides to go all in, it’s a testament to the product, the mission and the measurable results we’re delivering for the industry.”

Hendrick’s decision was also influenced by RockED’s newest innovation, RockED Booster, which focuses on driving measurable service performance improvements through data-driven coaching and gamified learning. Combined with RockED’s AI-powered roleplay tools, the platform delivers real-world skill development at scale—helping employees grow in confidence, communication and consistency.

Beyond structured learning, Hendrick’s training and leadership teams have also embraced RockED as a communication and content directory to deliver custom learning experiences and share updates across the organization.

“Our people are our most important asset and we’re constantly exploring how we can invest in their continued growth and success,” Hendrick vice president of education and training Brian Porta said. “RockED allows us to deliver innovative, engaging and role-specific training solutions that help our teammates learn, grow and ultimately serve our customers to the best of their ability.

“The initial response has been incredibly positive and we’re excited to continue the momentum at each of our dealerships nationwide.”