Using the condensed guiding question – “What do you unmistakably stand for in a sentence?” – Christopher Spall demonstrated the necessity of invoking one’s own identity. This is because it can prevent price from becoming the only differentiating factor for car dealerships. It can also provide a compass for dealing with the megatrend of digitization.
With this message, the introductory lecture took on a lighthouse function for the following topics of the day. Because, starting with the purchase of vehicles and ending with the loyalty of the company’s own customers via various channels: A company’s own identity provides the framework for its actions and decisions. It represents the basis of all activities around a strong dealer brand.