Sales and marketing in the automotive & mobility sector

Increased pressure on margins is also impacting distribution channels. A growing number of car manufacturers are adopting direct sales models, with vehicles being sold to end customers without the traditional intermediaries. Franchised dealers, meanwhile, are being replaced by agency models where dealers act as agents for the manufacturer. They receive commission on each sale, but no longer bear any inventory risk. Online selling also remains a hot topic, used either by established manufacturers who are expanding this channel alongside existing sales structures, or new (especially EV) manufacturers, who are attempting to enter the market via this route.

Requirements applying to marketing vehicles have also been tightened in recent years by various regulations, such as the Car Energy Consumption Labelling Ordinance (PKW-Energieverbrauchskennzeichnungsverordnung, PKW-EnVKV). Statutory requirements will become even more stringent in future, particularly in relation to environmental claims, as a result of the directive already adopted to strengthen the position of consumers with regard to climate change and the upcoming Green Claims Directive. Advertisers must ensure that all claims can be supported by evidence and that the assessment methods comply with the latest standards. This means an increasing risk of lawsuits.

Specifically, our range of services includes: 

• Adapting sales strategies (direct sales, online sales, agency models, omni-channel sales)
• Reviewing marketing materials