Luxury automotive · Mobility & Automotive · Dealer marketplace

The luxury brand that didn’t know its customers

A world leader in luxury sports cars saw its customers only through its dealers. We mapped the whole value chain to give it back control of the relationship, from dealer to owner.

Challenge: A luxury sports car brand that saw its customers only through its dealers.
What we did: Internal workshops, observation at dealerships, a benchmark of 15 players and a B2B2C marketplace concept.
Result: The value chain mapped from dealer to owner and the foundations for retention and recurring revenue.

149

features mapped and prioritised

process maps for after-sales, motorsport and connectivity

players analysed in the benchmark

The context

A world leader in the luxury sports car segment, with a global network of exclusive dealers selling cars, spare parts, accessories and merchandise.

The relationship with end customers went almost entirely through the dealer, and the brand had little direct visibility of its own customers.

The problem

Without a full view of the value chain, the brand did not control the after-sales experience and missed opportunities for retention and recurring revenue.

The network, fragmented between dealers and importers, prevented an omnichannel strategy. The brand needed a B2B2C platform giving it control of the relationship without sidelining dealers.

The NiEW method

Understanding every player in the value chain

01. Business discovery

Workshops with sales, after-sales, marketing and IT to map the three selling streams: after-sales and merchandise, motorsport and experience, connectivity.

02. Customer research

Ethnography at a dealership and interviews with dealers, racing teams and car owners.

03. Competitor benchmarking

Analysis of 15 players: 8 luxury and premium OEMs and 7 best-in-class from other sectors, from e-commerce to luxury retail.

The solution

The concept of a B2B2C marketplace that orchestrates touchpoints between brand, dealers and customers, with a consistent experience across app, dealer hub and public website.

149 features mapped by selling stream and priority: customer profiling, stock shared between dealers, B2B quotes, cross-selling.
A B2B2C customer journey map documenting every touchpoint, from brand to end customer.
21 process maps for after-sales, motorsport and connectivity.
A modular roadmap for incremental releases, prioritising what delivers value first.

The results

More loyal customers

Direct visibility of purchases and usage, for targeted actions and loyalty programmes.

Recurring revenue

Upselling and cross-selling opportunities on existing customers and simpler renewals of digital services.

Control of the chain

A consistent experience across all channels, without disintermediating dealers.

Ready to grow

A modular architecture for new digital services, new markets and new business lines.

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