Automotive Newcomers: Sales Model for the B2B Market

We previously discussed how in Europe the B2C automotive market is larger and more accessible for Asian brands. But what potential does the enterprise market hold, and how can newcomers tap into it? We wrap up this series by discussing how newcomers can tackle B2B as part of a well-defined long-term strategy.

Having worked extensively with automotive manufacturers from emerging markets, we repeatedly observe unrealistic expectations about enterprise sales. OEMs believe that the European B2B market offers high volume potential, and consider it too big to overlook. Some hope to take a “shortcut” by entering the B2B market through partnerships with large mobility providers, while others plan to grant high price discounts, even before establishing a solid presence in the B2C market. This is a risky strategy that will likely result in weakened brand image and lost price control. In reality, a solid B2C presence needs to come before B2B market penetration, and…