End-to-end automotive e-commerce marketplace Fair is set to be acquired by peer Shift in a deal part financed by SoftBank, an investor in both companies.

Automotive e-commerce platform developer Shift has agreed to purchase Fair Technologies, a US-based peer backed by corporates SoftBank, MMI Holdings, CreditEase, Munich Re, BMW, Siemens, Mercedes Benz and Penske Automotive.

Fair began life in 2016 as an online automotive leasing platform but rebranded to Fair Technologies in August 2021 while revealing it planned to pivot to an end-to-end e-commerce marketplace model in early 2022.

The company’s platform allows users to shop for cars from a variety of sources, organise a…

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Robert Lavine

Robert Lavine is special features editor for Global Venturing.
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