RockED and Hendrick Automotive Group partner to elevate people development across all dealerships nationwide

FORT LAUDERDALE, Fla. — RockED, the premier people development platform for the automotive industry, today announced a nationwide partnership with Hendrick Automotive Group, the largest privately held automotive retail organization in the United States. The collaboration marks a major milestone for both companies, underscoring a shared commitment to transforming dealership learning and performance at scale.

Hendrick Automotive Group was first introduced to RockED in 2022 and has since followed the company’s rapid growth and product evolution. Over time, many Hendrick locations adopted RockED through OEM programs, gaining first-hand experience with how short-form, AI-powered learning and roleplay can drive real behavioral change on the showroom floor and in the service drive.

In 2025, Hendrick launched a focused 90-day pilot across roughly 20 percent of its dealerships to test RockED’s full capabilities in a dealership-controlled environment. The results were impressive: store participation exceeded expectations, managers embraced the platform’s feedback and coaching features, and overall employee engagement reached levels rarely seen in traditional training programs. These outcomes led Hendrick to expand RockED’s rollout across all its stores nationwide—an investment that solidifies RockED as a core pillar in the group’s people development strategy.

“Hendrick Automotive Group has always been known for its dedication to employee growth,” said Matthias Stoever, chief executive officer of RockED. “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.”

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,” said Brian Porta, vice president of education and training, Hendrick Automotive Group. “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.”

 

The rollout to all Hendrick dealerships is now underway. With this expansion, Hendrick Automotive Group continues to raise the bar for dealership excellence, while RockED strengthens its position as the industry’s most advanced platform for employee development and performance improvement.

“This partnership is a milestone for RockED,” added Stoever. “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.”

About RockED 

RockED is the premier people development platform for the automotive industry, supporting the entire employee lifecycle from pre-hire and onboarding to upskilling and career transitions. With microlearning content, gamified delivery and real-time feedback, RockED is educating the automotive workforce and solving the industry’s greatest business challenges. For more information, visit rocked.us.

About Hendrick Automotive Group

Representing 133 franchises and 26 manufacturer nameplates from the Carolinas to California, Hendrick Automotive Group is the largest privately held automotive retail organization in the United States. Headquartered in Charlotte, North Carolina, the company employs more than 11,000 people in its 96 dealership locations, 21 collision centers and four accessories distributor installers in 13 states. For more information, please visit hendrickcars.com.

Media Contact

• Stephanie Woelfel
• stephanie.woelfel@rocked.us