The renewals average across the Fiat dealer network was 30% - our aim was to increase that to around 50%. Bringing it in line with other automotive brands such as Mercedes, Ford and Kia. That increase would equate to 20% of the networks new car sales target for the year.
Our research revealed that the dealership teams were process oriented and responded well to advocacy from their management team.
So we devised a campaign built around DM contact and access to a dedicated online Engage Team portal.
The multi-faceted Engage Programme was rolled out across four brands - Jaguar, Land Rover, Fiat and Alfa Romeo but with the same central message and outcome, increased engagement.