The soul of Bella Italia

  • By Phyron
  • Jul 6, 2022
  •  – 3 min read

He is Italian by birth and a dottore in Human Sciences; to date he has earned pension points in six European countries; and his sales and marketing skills are as valid in the fashion, finance, biotech industries as the automotive sector. Luca Zampana, Phyron’s official representative in Italy has a decidedly different profile compared to his colleagues in other countries. We asked the Phyron’s international Sales Director Per Laredius why:

“Approaching the Italian market, we soon realized that the Italian automotive community is very different from the one in, say, Germany or UK, not to mention Scandinavia. It is a very special and very tight business community, difficult to understand for an outsider. “

But you Luca obviously fit right in. What would you say makes Italy so special?

So many things really… Regardless of industries, it’s an entirely different way of life. And whether you are in the fashion industry, finance, or automotive, it’s a matter of personal connection, visual presentation, style, beauty, and passion. I personally learned from Fiat’s legendary Engeneer Ghidella, many years ago, how deep an interaction could go by just starting a conversation about a simple, common topic.

Sure, if it's a Ferrari or Maserati outlet, but...

No, no! The resources may vary of course, but the attitude is the same if you are presenting a 20k or 200k car brand. Class and elegance don’t have to be expensive, but it has to look good and feel good, the sense of esthetics is in our DNA.

You mentioned "personal connection". How do you achieve that, in a new business environment and introducing a totally new category of product?

First and foremost, it’s a matter of showing respect and taking the time to understand each person’s and each company’s specific needs and circumstances. It’s not about me or my past experiences but how I can help them now, addressing today’s challenges. An automated, Artificial Intelligence-enhanced solution to facilitate the generation and management of ads is not about the past, it’s about the present and the future.

It’s great to have solid proof of clients from other companies and other countries, but everything begins and ends with understanding the dealer or manufacturer representative in front of you.

Then, step by step, you explore the potential benefits together and see what works best. A scientific approach if you like. This approach takes time, but then you build a solid ground for a solution that makes a real, positive difference.

How are you doing so far?

Within the first few months, we have been able to develop close ties with a major Independent middle-high class distribution group, and together we are introducing Phyron’s solution, supplied as software as a service, within several dealers. At the same time, we are working with media like Al Volante, Implementation Partners, and Associations like FEPECS, to spread the news and share knowledge about our new technology in other regions.”

Several car dealers in Italy are already using Phyron's solution with great results. Simply contact me for more information.

Luca Zampana
Responsabile Italia
+39 335 188 3907
+49 761 791 18801