Resources Success Story

Building a Unified Data Foundation with Snowflake for Hendrick Automotive Group

Hendrick Automotive Group - color logo

Hendrick Automotive Group knew its data had more to offer than reporting alone. As the organization grew, so did the complexity behind the scenes. Data lived across systems, definitions varied by team, and reporting lagged behind the pace of the business.

Hendrick found a solution to these limitations in Snowflake: to build a modern, governed data foundation—one designed to improve visibility, enable faster decisions, and support AI-driven innovation.

Background

Hendrick Automotive Group is one of the largest automotive retailers in the United States, operating a broad dealership network and supporting a wide range of business functions across sales, service, inventory, finance, and marketing. The organization employs more than 10,000 people and is headquartered in North Carolina.

Technology

Snowflake

dbt

Dagster icon

Dagster

Fivetran

Sigma

The Challenge


Fragmented data limiting trust, speed, and visibility

Before the migration, Hendrick was operating in a fragmented Redshift environment that had become increasingly difficult to scale and trust.

Pipelines were unreliable, reporting cycles were slow, and business teams often worked from different dashboards and definitions. As a result, leaders lacked a unified, trustworthy view of store performance, customer behavior, inventory health, and profitability. Customer leads were also trapped in CSVs without prioritization, creating missed revenue opportunities.

The deeper business impact was a lack of alignment. Data lived across departments and systems, and even simple executive conversations could break down because different teams were using different definitions and arriving at different numbers. Instead of making decisions, leadership was spending time debating whose number was right.

That lack of trust became the real business problem. Hendrick did not just need a new platform. It needed a foundation that could unify data, standardize metrics, and make insights reliable enough to drive the business forward.

“

The biggest piece was reliability of data. They wanted it timely, and they wanted it reliable.

Dan Beyer Enterprise Project Director at Hendrick Automotive Group
The Solution


A governed Snowflake foundation built for scale

Hendrick partnered with Atrium to create a centralized, governed data platform on Snowflake, bringing together data across sales, service, inventory, finance, and marketing. Rather than a lift-and-shift migration, the team focused on building the right foundation from the start.

Key elements included:

  • Modern data stack: Snowflake with Fivetran, dbt, Dagster, and Sigma
  • Standardized models: Shared definitions and consistent KPIs across the business
  • Governed architecture: Clear structure, naming, and data ownership
  • Automated pipelines: Reduced manual effort and improved reliability

Creating a connected view of the business

With the foundation in place, Hendrick began building toward:

Customer 360: A unified view of each customer across transactions, service history, and engagement
Vehicle 360: Visibility into vehicle lifecycle, inventory movement, and demand patterns

These models enabled more connected insights across operations, sales, and customer experience.

Designed for AI from the start

The platform was built with structured, well-governed data—creating a foundation for AI-driven use cases like:

  • Lead scoring and prioritization
  • Inventory and pricing optimization
  • Personalized customer engagement
The Impact

Faster, more confident decisions

With Snowflake in place, Hendrick has transformed how the business works with data. Teams now operate from a single, trusted source of truth, with faster access to insights and less manual effort.

Key outcomes include:

  • Consistent, trusted metrics across teams and leadership
  • Faster access to data for real-time decision-making
  • 75% reduction in manual data curation
  • Improved visibility into customers, vehicles, and operations
  • A scalable foundation for analytics and AI

The shift has enabled the business to move from reactive reporting to proactive, data-driven decision-making.

“

It was really an entire reimagining about the people and the process and the tools around how we want to treat data from ingestion to reporting.

Mark Peskir Leader, Data Engineering & Analytics at Hendrick Automotive Group
What’s Next

Expanding AI and business activation

With a strong foundation in place, Hendrick is focused on expanding how data drives the business. That includes deeper use of Customer 360 and Vehicle 360, continued investment in analytics, and growing adoption of AI-powered decision-making.

The goal is simple: make data more accessible, more actionable, and more directly connected to business outcomes.

Ready to build a modern data foundation?

Learn how Atrium helps organizations turn Snowflake into a platform for visibility, speed, and AI-driven growth.

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