Gamification is a new strategy that allows influencing and motivating people mainly in two types of activities: 1) to develop activities that people are not used to performing, or 2) to let people acquire new habits. Besides, it has been proven to have good results in its implementation in non-context fields such as healthcare, education, and marketing, among others. This fact makes gamification attractive to be implemented in the software process improvement field. However, the results to implement gamification in the industry are not yet commonly published. This paper shows the assessment of a strategy implemented in a software development automotive environment. The results allow analyzing the level of the gamification achieved by the strategy. Besides, some recommendations to reinforce the strategy for future implementation in this type of environment are provided.