13 July 2017

Dealers as the actors of change at #ADDXV

Automotive Dealer Day, with over 4.000 participants coming from more than 10 countries, has been reconfirmed as the leading European event for all automotive distribution industry professionals. The 12.000 square meters of Business Area, where more than 100 companies were represented by exhibition spaces, fostered networking and allowed products and services presentations, giving life to a real business ecosystem.

The event Content Program was made of 27 sessions where more than 70 speakers, coming from the auto industry but also from other fields, shared ideas and insights looking at the future of the automotive business. According to what different speakers stated, today the Italian dealers’ industry appeares to be getting better, as a matter of fact the top 50 dealers cover a record 22,5% share of the market. The used cars business is growing, taking advantages from an effective use of online channels and from the uniqueness of products, that allows the creation of a completely distinguished offer compared to competitors.

Several themes were analysed and discussed during Workshops and Masterclasses, focusing on how new spreading technologies have made essential an omni-channel vision where physical and digital worlds are interconnected. Data collection is fundamental because in the near future data will represent the real corporate assets. One of the main challenge that companies are meant to face is becoming the actors of change and, in order to succeed, they need to consider the product as an ecosystem integrating new technological opportunities with existing processes, in addition to other necessary improvements such as: flatten corporate structures, rethink priorities, budget and dedicate time to innovation, culture and people.

Managing human resources inside a company has been another important theme of the event, especially how to raise and motivate them through incentive plans and the sharing of principles and goals. Today companies, rather than telling stories, should be the stories they tell, above all through the people that represent them and this should be reflected also in the corporate communication. If it’s true that customers buy first the brand and then the product, the storytelling has to be perceived as research, selection and recombination of images and stories, according to the idea that managers need to become the company’s curators.