Automotive Newcomers: Sales Model for the B2C Market

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Many international OEMs targeting Europe have bold sales ambitions. They misunderstand the B2B as the market with the greatest potential, while underestimating the importance of B2C as part of their go-to-market strategy. In part six of this series, we close in on how new entrants should sell their cars to B2C customers, after briefly debunking the myth about the automotive enterprise market.

Automotive sales: Targeting B2B or B2C?

A key strategic question for any international OEM targeting Europe is which target market(s) it should serve – B2B or B2C, and in what order? In our experience, many OEMs from emerging markets believe that B2B represents the biggest piece of the pie. However, although the B2B market may appear attractive, it is not easily accessible, especially for Asian brands that lack the required heritage, network, and infrastructure. B2B customers require a…