Webhelp sector experts Carole Rousseau, Business Unit Director Travel, Leisure, Automotive & Mobility, and Stéphane Chavatte, Account Director, share their insights into the current traction automotive distance selling is gaining in France.

What is the current performance of outsourced automotive online sales?

Webhelp’s observation is in a distance selling framework, the average monthly turnover exceeds €400k per advisor. Admittedly, this figure benefited slightly from a “Covid effect” but we are making this observation with a decline of several years.

We now have 7 years of experience in automotive distance selling, in which we have reached a certain maturity. We have developed operational intelligence and best practices to achieve a successful sales model that is part of a triple win logic: our client, ourselves, but above all, the sales advisors.

These sales advisors who manage to sell 1.5 vehicles every day, on average – which is beyond the sales figure of a salesperson in an agency.

Provided that a satisfactory customer experience is put in place, and in particular a perfect fluidity between the online sales site and the call center agents, these performances lead us to believe that automotive VAD has found a promising outsourcing model, which we must now take advantage of.

What sales services can be outsourced in this way?

Webhelp supports a multitude of players in the automotive and mobility sector: large manufacturers, players in new markets, or operators of new mobility via our two major automotive hubs based in Vitré in France and Braga in Portugal.

Our services cover the sale of new, 0km vehicles, and used vehicles online; considering the range of existing financing services using inbound calls, leads (hot and nursing), and portfolio management.

The placement of financing products is becoming increasingly important in the sale of vehicles. Our teams have successfully built confidence in sales with considerable finance turnover rates.

What are the new challenges of automotive VAD?

To summarize, I would cite 3 trends that support the development of automotive distance selling:

  1. The arrival of intermediaries to historic manufacturers agents: who offer used, new and 0 kilometer vehicles. These agents need to equip themselves with a network that allows them to cover the whole country for logistics purposes, while the historic players need to rationalize their distribution network, often colossal, to remain competitive.
  2. The explosion of shared mobility and alternative modes: leasing, rental, valet services, alternative means of transport (Blablacar, Uber, Lime, etc.). The automobile is in the process of leaving the ‘owner’ model, especially for the younger generations.
  3. The shift towards online automotive sales: for example, a large national manufacturer which has recently entrusted us with developing the performance of its online sales site. In consultation with our teams, improvements and technological bricks will be added to increase traffic on their site, optimize the customer journey and increase the conversion rate.

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