Automotive Insights 01.2013 - Roland Berger

aftersales . online business
However, using online channels gives them more direct
access to younger customer groups, which are highly
Internet-savvy and buy and drive mainly used cars older
than four years. But before participating in an online
platform, OEM workshops need to ensure that the
appeal of the website does not contradict their quality
statement.
2. Independent workshops that belong to a franchise
system or concept (about 50% of the roughly 20,000
independent workshops in Germany, for instance) ideally
already have a strong brand as well and handle their
local market professionally. Nevertheless, the advantages
of engaging in an online platform are the same as for
OEM authorized workshops. In the case of integrated
chains, cooperative arrangements such as that between
Euromaster and Autoscout24 could yield additional
benefits for the chain.
In our view, independent workshops that do not
belong to any chain or concept would profit the most
from online platforms. Generally, they are able to be very
competitive on price. Therefore they could attract many
new customers from relevant age segments in their local
market (in particular, drivers of used cars older than four
years).
3. Intermediaries – for example, insurance companies,
leasing companies or mobility service providers – will
be very open to online initiatives. They can use online
workshop portals as an additional customer interaction
and sales channel. Besides, portals can serve as a
strategic investment with the goal either to diversify the
product portfolio or to leverage the existing customer
data base integrating automotive-related services into
the offering.
What about the sleeping
giant eBay It has all the tools
to threat the competitors
More and more users are becoming accustomed to the
social media elements on websites and mobile phones
and want to see ratings and reviews on products and
services they buy. This means the time is right for online
automotive service platforms to have an impact on
customer behavior.
Once they get used to looking for workshops and
comparing their services on the computer or via apps on
their smartphones, customers will be heavily influenced
by ratings from other customers.
One question remains: which platform can become
the "Google" of automotive services The next few
months will show whether Bosch's DriveLog can profit
from the image of quality and the customer base of its
parent company. Considering Autoscout24's huge online
user base, marketing efforts and planned extension of
service offerings, it currently seems to be the only player
with the potential to establish itself as the number one in
Germany.
Only one "sleeping giant" has the necessary potential
to challenge Autoscout24: eBay. Its "Motors" section
already offers access to online used car and parts sales.
In addition, they own the mobile.de brand, the second
large used car platform in Germany. In terms of traffic,
existing customer base and marketing means, eBay has
all the necessary tools to pose a threat to Autoscout24.
However, so far they have not shown any signs of
moving in this direction.
Authors
Philipp Grosse Kleimann
Partner
Roland Berger Strategy Consultants, Munich
philipp.grossekleimann@rolandberger.com
Dr. Nils Kristian Hüske
Senior Consultant
Roland Berger Strategy Consultants, Munich
nils.hueske@rolandberger.com
Christian Weber
Senior Consultant
Roland Berger Strategy Consultants, Munich
christian.weber@rolandberger.com
44 Automotive Insights | 01.2013