Automotive Aftersales: The Engine of Repeat Business and Secure Revenue in Turbulent Times

Angelika Agapow
Angelika Agapow
Content Marketing Specialist
April 17
20 min
Table of Contents

Amid economic uncertainties marked by erratic market demands, interruptions in the supply chain, and shifts in consumer spending habits, the pivotal role of comprehensive aftersales services is undeniable. These services not only boost customer satisfaction and foster loyalty but also stand as a reliable source of income, capable of navigating through financial instabilities.

The key to long-term accomplishments within the automotive sector increasingly leans on the backbone of meticulously organized aftersales operations. Ranging from regular maintenance to all-encompassing service agreements, these provisions are instrumental in encouraging repeat patronage. They nurture an ongoing connection with customers beyond the point of sale, paving the way for dealerships and manufacturers to cultivate enduring bonds.

Against this backdrop, the notion that adeptly orchestrated aftersales services are crucial for the continuous enhancement and expansion of profit margins holds substantial weight. By giving precedence to after-sales care and striving for operational excellence, entities in the automotive sphere can secure a consistent revenue stream, even amidst challenging economic periods.


The economic lifeline: aftersales in the automotive industry

Aftersales services within the automotive industry have long been recognized as a beacon of resilience, particularly during periods of economic downturns. These services encompass a wide range of post-sale interactions, including maintenance, repairs, parts replacements, and various customer service activities. In times when new vehicle sales may plummet due to economic hardships, aftersales services emerge as a critical source of revenue, ensuring the sustainability of automotive businesses.


Aftersales as an economic safeguard

The aftermath of the 2008-2010 financial crisis underscored the importance of aftersales services as an economic lifeline for the automotive industry. During this period, the automotive sector faced severe challenges, including a drastic drop in vehicle sales and a tight credit market that made vehicle financing a hurdle for consumers. Yet, the industry found a silver lining through robust aftersales services. These services provided not only a stable revenue stream but also helped in maintaining customer loyalty and engagement during tough times.


Financial impact on the automotive ecosystem

The broader financial impact of aftersales services extends beyond individual automotive businesses to the entire industry’s ecosystem, including manufacturers, dealerships, and parts suppliers. For example, during the economic downturns, when new car sales decline, there is often an increase in demand for maintenance and repair services, as vehicle owners opt to extend the life of their existing cars rather than purchasing new ones. This shift creates a surge in demand for parts and repair services, benefiting parts manufacturers and service providers.

Furthermore, aftersales services contribute significantly to dealership revenues. It’s reported that while these services might account for a smaller portion of a dealership’s total sales, they frequently represent a larger share of profit due to higher margins compared to new vehicle sales. This dynamic underscores the importance of aftersales in buffering the automotive industry against economic shocks and sustaining profitability.

Aftersales services act as an indispensable economic lifeline for the automotive industry, especially during downturns. They not only provide a significant source of revenue when traditional sales channels falter but also fortify the bonds between businesses and their customers. The financial impact of these services reverberates through the entire automotive ecosystem, stabilizing and supporting manufacturers, dealerships, and suppliers alike. As the industry navigates future challenges, prioritizing and innovating within the realm of aftersales will remain a key strategy for enduring success.


Customer retention through aftersales excellence

Aftersales service excellence has emerged as a powerful tool in building lasting customer relationships, fostering brand loyalty, and encouraging repeat business. This paper examines the correlation between high-quality aftersales services and customer retention rates, presenting data and case studies that highlight the long-term value of investing in customer satisfaction post-sale.


The importance of aftersales service

Aftersales service refers to the support provided to customers after they have made a purchase. This can range from customer assistance and troubleshooting to warranties, maintenance, and any other service that enhances the customer’s experience with the product or service after the initial sale. Providing excellent aftersales service not only improves customer retention but also increases the likelihood of repeat purchases.


Correlation between aftersales service and customer retention

A study by Bain & Company highlights a compelling statistic that underscores the value of customer retention: increasing customer retention by just 5% can lead to an increase in profits of 25% to 95%. Aftersales support plays a pivotal role in achieving this, as it significantly impacts customer satisfaction and loyalty. Investopedia further supports this by stating that happier customers, who receive exceptional aftersales support, are more likely to become repeat customers, thus contributing to brand loyalty and repeat sales.


Other data demonstrating the long-term value of investing in customer satisfaction post-sale

#1 Investopedia illustrates how effective aftersales support strategies have contributed to brand loyalty and repeat sales. Companies that invest in creating a seamless and supportive customer service experience post-purchase see higher customer retention rates due to increased customer satisfaction

#2 points out that providing accessible and excellent customer service is crucial for improving customer retention. The emphasis on responsiveness and quality of support post-sale ensures customers feel valued and supported, fostering a positive perception of the brand.

#3 EMB Blogs discusses the direct relationship between a high customer retention rate and effective after-sales support. Happy customers who receive excellent care are more inclined to stick around, demonstrating the tangible benefits of investing in aftersales service for long-term success.

#4 Pipedrive offers practical after-sales service tips to keep new customers happy, such as having excellent customer service as a direct link between customers and the business. This approach not only retains customers but also helps in addressing any potential issues that might otherwise lead to dissatisfaction.


The correlation between high-quality aftersales services and customer retention rates is undeniable. By prioritizing customer satisfaction post-sale, businesses can unlock significant growth opportunities through increased brand loyalty and repeat business. The case studies and data presented underscore the long-term value of investing in aftersales service excellence. In a world where first impressions matter, it’s the lasting impressions that turn new customers into lifelong advocates for your brand.


Aftersales services as brand differentiators

Beyond the initial sale, aftersales services present a golden opportunity for automotive brands to stand out from the competition. These services, encompassing everything from maintenance to customer support post-purchase, can significantly influence a customer’s relationship with a brand. Innovative and responsive aftersales offerings not only address practical vehicle needs but also serve as a vital component of a brand’s value proposition.

This paper delves into how exceptional aftersales services can carve a niche for automotive brands in a crowded market and highlights examples of aftersales initiatives that have successfully strengthened brand loyalty and enhanced reputation.


The role of aftersales services in brand differentiation

Aftersales service encompasses all the support and services provided to customers after purchasing a vehicle. It includes maintenance, repairs, warranty claims, and any additional services designed to enhance customer satisfaction post-purchase. Aftersales services significantly impact brand equity and the willingness of customers to re-engage with the brand for future purchases.

Innovative and responsive aftersales services not only address the immediate needs of customers but also serve as a key differentiator in the automotive industry. emphasizes that in today’s competitive business environment, high-quality service is a pivotal differentiator for brands and companies.


Examples of successful aftersales services enhancing brand loyalty

#1 Personalized maintenance plans: Tailored maintenance plans based on individual driving patterns and vehicle usage stand out as an innovative service offering. This approach ensures that services are highly relevant and add value to the customer’s ownership experience.

#2 Mobile service units: Brands like Tesla have set themselves apart by deploying mobile service units that offer door-to-door service for minor repairs and maintenance, eliminating the need for customers to visit a service center. This convenience factor significantly enhances customer satisfaction and loyalty.


#3 Extended warranties and guarantees: Offering extended warranties or guarantees beyond the industry standard can be a strong selling point. It reflects the brand’s confidence in its vehicles and commitment to customer satisfaction.

#4 Loyalty programs and exclusive offers: Implementing loyalty programs that reward customers for their continued patronage with exclusive offers, discounts on services, and access to special events can foster a sense of belonging and significantly enhance brand loyalty.


By offering innovative, responsive, and personalized aftersales services, automotive brands can significantly enhance their reputation, encourage repeat business, and secure a competitive edge. The examples provided illustrate the potential of aftersales services to transform customer experiences into lasting brand loyalty, underscoring the importance of investing in quality aftersales support as a key brand differentiator.


Leveraging technology in aftersales

The integration of digital platforms, artificial intelligence (AI), and other technological innovations not only streamlines aftersales processes but also significantly elevates the customer experience post-purchase. This exploration into the role of technology in transforming aftersales services will highlight the multifaceted benefits of digital and AI-driven advancements for enhancing efficiency and fostering positive customer relationships.


Digital service platforms

Digital service platforms have revolutionized the way businesses manage aftersales services. These platforms offer a centralized location for customers to access services ranging from online appointments, and service tracking, to direct communication channels with service providers. For instance, automotive companies now utilize digital service booking systems, allowing customers to schedule maintenance or repairs effortlessly online. The accessibility and convenience provided by these platforms not only enhance customer satisfaction but also improve operational efficiency, leading to faster service times and reduced administrative burdens on staff.


AI-driven customer support

Artificial intelligence has transformed customer support, making it more responsive and personalized than ever before. AI-powered chatbots and virtual assistants are now common features on company websites and digital platforms, providing 24/7 support to address customer inquiries, troubleshoot issues, and even guide users through complex after-sales processes. This level of instantaneous and round-the-clock support significantly boosts customer satisfaction levels, as issues and queries can be resolved promptly without the need for traditional, time-consuming support channels.


Predictive maintenance through IoT

The Internet of Things (IoT) has introduced the concept of predictive maintenance, a proactive approach that utilizes data analytics to predict and prevent potential product issues before they arise. In sectors such as automotive manufacturing and electronics, IoT-enabled devices monitor product performance in real-time, alerting both the manufacturer and the customer to any maintenance needs ahead of time. This not only prevents unexpected breakdowns but also extends the product’s lifespan, enhancing customer satisfaction and trust in the brand.


Benefits of integrating technology into aftersales processes

#1 Enhanced efficiency: Technology streamlines aftersales processes, from appointment scheduling to service completion, optimizing operations, and reducing wait times for customers.


#2 Improved customer experience: Digital platforms and AI-driven support provide customers with accessible, convenient, and personalized aftersales services, leading to higher satisfaction levels.


#3 Data-driven insights: Technology enables businesses to gather and analyze data on customer behavior and after-sales service performance, offering valuable insights for continuous improvement and personalization of services.


#4 Cost reduction: By automating routine tasks and improving operational efficiency, technology helps reduce overhead costs associated with aftersales services, allowing businesses to allocate resources more effectively.


The integration of technology into aftersales services is not just a trend but a necessary evolution to meet the growing expectations of digital-savvy consumers. Through digital service platforms, AI-driven customer support, and predictive maintenance capabilities, businesses can achieve unprecedented levels of efficiency and customer satisfaction. As technology continues to advance, its role in transforming aftersales services will only grow, further enhancing the value proposition for customers and setting new standards for excellence in customer care.


Navigating challenges in aftersales service delivery

In the landscape of post-sale customer service, a variety of challenges can obstruct the provision of impactful aftersales support. Identifying and efficiently addressing these hurdles is essential for ensuring ongoing customer contentment and fidelity. Drawing on insights from industry experts and analyzing prevalent difficulties in aftersales service provision – such as logistical intricacies and the balancing of customer anticipations – this discussion unfolds strategies for surpassing these obstacles through meticulous planning and enhancements in operations.


Identifying common obstacles

#1 Logistical complexities: One of the foremost challenges in delivering aftersales services is the logistical complexity. This includes issues related to inventory management, distribution networks, and the coordination of repair and maintenance services. Businesses often struggle to ensure that spare parts and replacements are readily available when and where customers need them, leading to delays and customer dissatisfaction.

#2 Managing customer expectations: In today’s market, customers have high expectations regarding aftersales service. They demand quick, efficient, and hassle-free service post-purchase. Meeting these expectations requires a robust system that can handle requests, complaints, and queries promptly and effectively. Failure to manage customer expectations can result in negative reviews and a tarnished brand reputation.

#3 Addressing logistical intricacies: According to Veritek Global, logistical hurdles are among the top challenges faced in delivering OEM after-sales services. Issues such as scaling operations, maintaining flexibility, bridging distances, and focusing resources on core business aspects demand innovative solutions (Veritek Global). To mitigate these issues, businesses might look towards optimizing their supply chain and inventory management systems to ensure that the necessary parts and services are available where and when needed without overextending resources.

#4 Balancing customer expectations: The customer’s post-purchase experience has become a critical determinant of loyalty and satisfaction. CMSWire highlights the importance of preparedness on the part of customer success managers to not be caught off-guard but instead have ready access to the necessary support collateral (CMSWire). This calls for an in-depth understanding of customer journeys and implementation of proactive support mechanisms that can anticipate and address customer needs promptly.


Overcoming challenges through strategic planning and operational improvements

#1 Strategic planning: Effective strategic planning involves setting clear objectives for after-sales service delivery that align with broader business goals. This includes defining key performance indicators (KPIs) for service quality, responsiveness, and customer satisfaction, but also understanding customer needs, setting realistic service level agreements (SLAs), and planning for resource allocation to ensure that the aftersales team is well-equipped to address customer issues.

#2 Operational improvements: Incorporating technological solutions such as Customer Relationship Management (CRM) systems and advanced analytics can streamline after-sales service processes, from managing customer interactions to predicting future service requirements. Training and development programs for service staff can further elevate the quality of service by equipping personnel with the skills and knowledge needed to effectively resolve customer issues. Additionally, establishing feedback loops with customers can provide invaluable insights into service performance and areas for improvement, guiding continuous enhancement efforts.

Implementing operational improvements is key to enhancing aftersales service delivery. This can be achieved through:

  • Technology integration: Leveraging technology, such as CRM systems and logistics management software, can streamline operations and improve communication channels between the business and its customers. Automation of routine tasks can free up valuable resources to focus on more complex customer issues.
  • Training and development: Investing in the training and development of aftersales service staff is crucial. Well-trained personnel are better equipped to handle customer inquiries and complaints, ensuring that issues are resolved efficiently and effectively.
  • Customer feedback loop: Establishing a systematic approach to gather and analyze customer feedback can provide valuable insights into areas of improvement. This feedback loop allows businesses to make necessary adjustments to their aftersales services, ultimately enhancing customer satisfaction.
  • Partnerships and collaborations: Forming strategic partnerships with logistics providers, third-party service centers, and other stakeholders can help mitigate logistical challenges. These collaborations can extend the reach of aftersales services and ensure timely and efficient service delivery to customers.

Read our case about optimized quality control of after-sales servicing for automotive giant.


Navigating the challenges in aftersales service delivery requires a strategic approach that combines planning, operational improvements, and a deep understanding of customer needs. By addressing logistical complexities and managing customer expectations effectively, businesses can enhance their aftersales service offerings, resulting in increased customer satisfaction and loyalty. With the right strategies in place, overcoming these obstacles is not only possible but can also become a key differentiator in today’s competitive market.


Strategies for optimizing aftersales revenue streams

or automotive companies, the aftersales service sector holds significant potential for revenue generation. By implementing targeted strategies such as service bundling, loyalty programs, and dynamic pricing models, companies can unlock new growth avenues. This exploration offers a critical analysis of these strategies, considering the differentiation in market segments and consumer behaviors.


Service bundling

Service bundling involves combining various services into one package, often at a reduced price compared to purchasing services separately. This strategy not only incentivizes customers to opt for additional services but also increases customer retention by providing a comprehensive care package. For instance, bundling regular maintenance checks with a complimentary car wash could enhance the perceived value of the service. Trust-building from the initial interaction is crucial. Bundling services effectively communicates a commitment to providing value, thereby fostering trust and long-term customer relationships.


Loyalty programs

Loyalty programs are designed to reward repeat customers, encouraging them to return for after-sales services. These programs can be tailored to various customer segments by offering tiered rewards based on the frequency of visits or the amount spent. For example, a points system that offers discounts on future services or free products after reaching certain thresholds can motivate customers to choose the same brand for all their automotive needs. By recognizing and rewarding customer loyalty, automotive companies can improve customer retention rates and increase lifetime value.


Dynamic pricing models

Dynamic pricing adjusts the cost of services based on demand, time of service, or customer loyalty status. This approach allows automotive companies to maximize revenue during peak times and increase service uptake during slower periods by offering discounts or special promotions. Tailoring pricing to customer behavior – such as offering early-bird specials for bookings made well in advance – can also drive revenue. This strategy requires a deep understanding of market demand and flexibility in service scheduling but can lead to optimized revenue streams if executed well.


Tailoring strategies to market segments and consumer behavior

The success of these strategies hinges on their adaptability to different market segments and consumer behaviors.

  • Market segmentation: Automotive companies should segment their market based on factors such as vehicle type, ownership duration, and customer demographics. For instance, premium vehicle owners may value exclusive loyalty rewards, while budget-conscious consumers might be more responsive to service bundling offers. A segment-specific approach ensures that marketing efforts resonate with the targeted consumer group, maximizing the impact of aftersales initiatives.
  • Consumer behavior: Understanding consumer behavior is key to tailoring aftersales strategies effectively. For example, dynamic pricing models can capitalize on behavioral trends by offering weekend discounts to customers who typically seek services during weekdays. Similarly, loyalty programs that offer tangible benefits, aligned with customer preferences, can significantly enhance participation rates.


Optimizing aftersales revenue streams requires automotive companies to employ a strategic mix of service bundling, loyalty programs, and dynamic pricing models. By critically analyzing and tailoring these strategies to accommodate various market segments and consumer behaviors, companies can ensure their aftersales services not only meet but exceed customer expectations, driving revenue growth in the process.


Case studies: success stories in aftersales

The automotive industry has seen remarkable examples of companies that have excelled in leveraging aftersales services to spur business growth and foster customer loyalty. Through strategic initiatives and innovative practices, these companies have not only enhanced their revenue streams but have also established strong bonds with their customer base. Below are detailed analyses of automotive companies that stand out as success stories in the aftersales domain, highlighting the key factors and decisions that contributed to their achievements.


Case study 1: The lean servitization approach

One of the noteworthy success stories comes from a company that adopted a lean servitization canvas approach to optimize its aftersales services (“Effective after-sales services through the lean servitization canvas,” Emerald Insight). This approach involved a systematic analysis and redesign of the service delivery process to eliminate waste and improve efficiency, while closely aligning services with customer needs.

Key factors for success:

  • Customer-centric design: The company centered its service design around the specific needs and preferences of its customers, ensuring high satisfaction and loyalty levels.
  • Efficiency in service delivery: By applying lean principles, the company significantly reduced wait times and improved the quality of service, leading to higher customer retention rates.
  • Innovative service offerings: The introduction of novel services that complemented traditional aftersales offerings distinguished the company from competitors and attracted new customers.

Case study 2: Strategic after-sales service supply chain configuration

Another example involves a company that focused on strategically configuring its after-sales service supply chain to enhance service efficiency and customer satisfaction (“Configuring the after-sales service supply chain: A multiple case study,” ScienceDirect). Through a rigorous analysis of their service logistics and supply chain, the company identified key areas for improvement and implemented targeted strategies to address them.

Key Factors for Success:

  • Optimized logistics and distribution: Streamlining parts distribution and service logistics led to faster service delivery, reducing downtime for customers.
  • Integrated information systems: The adoption of advanced information systems facilitated better communication across the supply chain, improving coordination and efficiency.
  • Flexible service solutions: Providing flexible service options, including mobile and remote services, significantly increased customer convenience and satisfaction.


Case study 3: Dynamic after-sales service strategies

A third case illustrates the success achieved through the implementation of dynamic aftersales service strategies, particularly focusing on customer relationship marketing within the Swedish heavy equipment machinery industry (“After-sales services and customer relationship marketing: A multiple case study within the Swedish heavy equipment machinery industry,” DiVA Portal). This approach involved tailoring service offerings and communications based on detailed customer data and feedback, fostering strong, lasting relationships.

Key factors for success:

  • Data-driven personalization: Leveraging customer data to personalize service offerings significantly enhanced customer engagement and loyalty.
  • Comprehensive relationship marketing: Implementing a holistic approach to customer relationship management that extended beyond transactions helped build trust and long-term commitment.
  • Continuous improvement: Regularly soliciting and acting upon customer feedback ensured that services remained aligned with customer expectations and market trends.


These case studies demonstrate that success in the aftersales domain is achievable through a combination of strategic planning, customer-centric approaches, operational efficiency, and continuous innovation. Automotive companies that invest in understanding and meeting their customers’ aftersales needs, while also optimizing their service delivery models, can create formidable competitive advantages, driving both business growth and customer loyalty.


Future trends in automotive aftersales

The automotive industry is on the cusp of significant transformations in aftersales services, driven by rapid technological advancements and evolving consumer expectations. Understanding these shifts is vital for companies aiming to stay competitive and responsive to market demands. Below, we explore potential future developments in the automotive aftersales sector and how companies can prepare for these changes.


Technological integration and digitalization

#1 Trend: The increasing integration of digital technologies is set to revolutionize the aftersales landscape. Advanced diagnostics, IoT (Internet of Things) enabled devices, and AI (Artificial Intelligence) will facilitate predictive maintenance, where issues can be identified and addressed before they escalate into bigger problems.
#2 Preparation: Automotive companies should invest in digital infrastructure and partnerships with technology providers to harness these innovations. Training staff to utilize digital tools and analytics will also be crucial for delivering proactive and personalized services.


Electrification of vehicles

#1 Trend: The shift towards electric vehicles (EVs) heralds changes in aftersales services, given the distinct maintenance and servicing needs of EVs compared to traditional combustion engine vehicles. This includes battery health monitoring and specialized repair services.
#2 Preparation: Companies should start building expertise in EV technology, including training technicians and ensuring that service centers are equipped with the necessary tools and parts for EV maintenance. Offering specialized aftersales packages for EV owners could also be a strategic move.


Sustainable practices

#1 Trend: Sustainability concerns are influencing consumer preferences, prompting a demand for greener aftersales services. This includes eco-friendly maintenance options and the recycling of parts.
#2 Preparation: Automotive firms can adapt by adopting more sustainable operations, such as using environmentally friendly materials and practices. Developing recycling programs for vehicle parts and offering customers green service options will likely resonate with the eco-conscious market segment.


Enhanced customer experience

#1 Trend: The emphasis on customer experience is intensifying, with expectations for seamless, omnichannel service interactions and personalized aftersales offerings.
#2 Preparation: To meet this trend, auto companies should focus on enhancing their online platforms and mobile apps for easy service booking and communication. Implementing CRM systems to personalize service recommendations based on individual customer history and preferences can further elevate the customer experience.


Subscription models

#1 Trend: Subscription-based models for aftersales services, offering customers a package of services for a recurring fee, are gaining traction. This model promises convenience and peace of mind for customers while providing steady revenue streams for providers.
#2 Preparation: Automotive businesses should consider developing subscription services that bundle maintenance, repairs, and even software updates. Transparent pricing and flexible terms will be key factors in attracting and retaining subscribers.


The future of automotive aftersales services lies in leveraging technology to meet changing consumer expectations, particularly around convenience, sustainability, and personalization. By investing in digital capabilities, adapting to the evolution of vehicle technology, and reimagining customer engagement strategies, automotive companies can not only stay ahead of these trends but also turn them into opportunities for growth and differentiation in a competitive market.



In an industry characterized by intense competition and rapidly evolving customer expectations, the ability to deliver exceptional aftersales service is a significant differentiator that can drive sustainable business growth.

The significance of aftersales services extends beyond immediate customer satisfaction – it represents a continuous revenue opportunity through maintenance, repairs, upgrades, and other services that accompany vehicle ownership. Effective aftersales strategies ensure customers remain engaged with the brand long after the initial purchase, creating avenues for repeat business and referrals that are vital for maintaining a stable revenue stream.

Given the dynamic nature of the automotive industry, underscored by technological advancements and changing consumer behaviors, continuous innovation in aftersales service delivery is non-negotiable. Automotive companies must relentlessly pursue new ways to enhance the service experience, leveraging technology to offer predictive maintenance, personalized service offerings, and seamless customer interactions across digital and physical touchpoints.

Furthermore, adopting a customer-focused approach in designing and implementing aftersales services is paramount. Understanding and anticipating customer needs, preferences, and pain points allows companies to tailor their services accordingly, ensuring that customers feel valued and understood throughout their ownership journey. This not only enhances customer satisfaction but also fosters a sense of loyalty that is significant for repeat business.

The vitality of aftersales services in the automotive industry cannot be overstated. By prioritizing continuous innovation and centering customer needs in service delivery strategies, automotive companies can secure repeat business, stabilize revenue streams, and ultimately achieve long-term success in a competitive landscape.

Angelika Agapow
Angelika Agapow
Content Marketing Specialist
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