Background

Our client, a prominent automotive marketplace, sought to update their understanding of dealer perceptions and needs, last assessed in 2019.

Driven by the desire to remain dealer-friendly and uncover value-add opportunities, the aim was to evaluate our client’s standing against competitors and identify unmet needs of dealers in a rapidly evolving market.

The client also wanted to explore the interest in, and feasibility of a new proposition designed to address dealer pain points.

Approach

We conducted 26 in-depth interviews with dealership groups, including small, medium, and large dealerships across both current customers and prospects. We engaged various decision-makers including Heads of Business Transformation, Sales Managers, and Marketing Directors.

Our approach allowed us to develop a comprehensive understanding of dealer priorities, challenges and perceptions from a diverse range of perspectives. The insights gained provided a robust foundation for assessing dealer needs and identifying opportunities for enhancing client-dealer relationships.

Outcome

We were able to make recommendations based on our findings which would support our client in strengthening dealer relationships, improving their service offering and differentiating themselves in a competitive market.

We also provided feedback from dealers on our client’s proposition, supporting strategic thinking around this offer.