2021 is usually described as an annus horribilis, a horrible year for the automotive business: A global semiconductor crisis strangling the supply of new and, indirectly used cars; Car and fleet owners keeping their vehicles in their garage due to the seemingly never-ending Covid situation; and less mileages ultimately resulting in less maintenance revenue.
For Bavaria in Sweden, a leading BMW and MINI dealer, it was reportedly the best year ever: 10 percent physical showroom visits over the preceding year; orders for new cars; leads from own and external car sites; increased service revenues; more sales of both electric and hybrid cars; and increased dealer brand awareness. Why? We asked the company’s Marketing manager Peter Sjöström:
THAT?
Oh, where should I begin … facing radical technical and market changes we simply focused on our customers’ challenges. It is more difficult than ever to choose between alternative technologies, so we invested in agility, active listening, and inspiring, customer-specific, truly informative content.
Essentially, we are building on our DNA since 25 years, to be “surprisingly different” in terms of customer experience. Our Testdrive-at-home and Digital test driving options are more widely used and appreciated now, in Corona times. But the reason behind the increased visits to our showroom is our online and digital marketing.
We have used Phyron’s solution for nearly one year now, resulting in a rather fantastic development. It has definitely contributed to our selling more cars – in spite of having fewer cars in stock. In December 2021 alone, more than 500 site visitors shared automated car videos with friends and family. Which obviously brings new sales opportunities, but it also spreads brand awareness in a very positive way.
That’s a real key question. In the beginning of the Covid situation, we got a bit too nervous about KPIs and the economy in general, but soon we realized that the safest way ahead is to keep our customers happier than ever. So we do whatever we can to help car buyers understand the practical and economical realities of the rapidly changing marketplace, not least electrification alternatives and financial options. Like, explaining how private leasing might be slightly more expensive but a safe bet in times of technology change. Honest, straightforward information.
To this end, we organized a series of informal seminars with all staff, which were very well received and have made a great difference.
We also provide a lot of information via informative content on our website. Every month we systematically run four articles focusing on what customers ask and search information about.
WHAT ABOUT 2022?
We see no reason to change a winning formula. Sincerity, humility, and honesty, and creating real customer value will never go out of date. This has served us well for many years and evidently fits the evolving, customer-focused scenario to a tee.