The Walkenhorst car dealership from Melle has won the 2011 Internet Sales Award from the trade magazine "kfz-betrieb". The team from the multi-brand dealership received the award at the IAA in Frankfurt. Together with the sponsors Bank Deutsches Kraftfahrzeuggewerbe and Autoscout 24, "kfz-betrieb" searched throughout Germany for attractive websites and excellently structured processes in the car trade.
Together with the sponsors, "kfz-betrieb" editor-in-chief Wolfgang Michel presented the trophy and certificates to the award winners: "This year it was clear to see how relevant the topic of online business has also become in management," said Michel. "It has developed into an important strategic pillar," summarized Michel.
Online topics are gaining in importance
Walkenhorst GmbH was followed by nine other car dealerships on the podium. It was clear to see that the level of online sales has increased significantly over the past two years, Michel continued. Online topics are gaining in importance: clear processes, social media activities, car dealership apps and creative online campaigns are part of everyday life at the top companies. In addition, the average response time for test requests for a vehicle via email was just under 90 minutes. "The role model function of the winning companies for the industry is very important - because successful online sales also have a positive effect on returns," said Ulrich Köster, press spokesman for the German Association of the Motor Trade (ZDK).
Internet must be a top priority
This was also the view of the speakers: "Internet sales cannot be overestimated - if it is done professionally," explained Karsten Engel, Head of Sales Germany at the BMW Group. Friederike Balck, Head of Marketing at Mercedes-Benz Germany, added: "The Internet must be a matter for the boss. There is no master plan, every dealership has to find its own way. It is impressive what the trade is doing here".
Andreas Marx, Director of Marketing Germany at Adam Opel AG, backed up these statements: "An Internet inquiry should be treated as if the telephone were ringing. Speed is what counts here."
The goal is two minutes
Lars Cassio Wesner, Head of Network Organization Sales and Marketing at the VW organization, dared to look across the pond: "Car dealers in America aim to respond to an incoming inquiry within two minutes. We in Germany must also optimize our processes in this direction."
Still some homework to do
"Internet sales do not just take place on the side, but are made for sales and the dealership," explained Achim Kreyenpoth from award partner Bank Deutsches Kraftfahrzeuggewerbe. Peter Lorenzen from Autoscout 24 sees the car trade in the upper midfield in an international comparison: "A lot is already going well, but there is still some homework to be done." According to the Autoscout24 representative, the social network will one day replace traditional customer communication such as letters or postcards.
Around 200 car dealerships and garages took part in the nationwide, cross-brand competition for the Internet Sales Award organized by "kfz-betrieb", Autoscout 24 and Bank Deutsches Kraftfahrzeuggewerbe (BDK). It is aimed at car dealerships and independent dealerships that sell new and used cars via the Internet.
The winners of the "kfz-betrieb" Internet Sales Award 2011
1st place: Autohaus Walkenhorst Melle GmbH (BMW, Mini, Alpina, Renault, Nissan, Dacia, Hyundai, Kia), Melle
2nd place: Fahrzeug-Werke Lueg AG (Mercedes-Benz, Smart), Essen
3rd place: AVP Automobilgruppe GmbH (VW, Audi, Porsche, Suzuki, Skoda, Seat), Plattling
3rd place: Dürkop GmbH (Opel, Ford, Fiat, Alfa Romeo, Lancia, Kia, Chevrolet, Mazda, Saab, Cadillac, Corvette, Hummer), Braunschweig
5th place: Autohaus Heise GmbH (VW, Audi), Dessau
6th place: Herbrand GmbH (Mercedes-Benz), Kevelaer
7th place: Auto Niedermayer GmbH (independent dealer), Neukirchen
8th place: Hans Brandenburg GmbH (BMW, Mini), Hilden
9th place: Richard Stein GmbH & Co. KG (VW, Audi), Engelskirchen
10th place: Autohaus Yvel (Toyota, Lexus), Cologne
"kfz-betrieb" is the most widely read trade magazine in the automotive industry and has been informing the automotive trade and service sector for 100 years. "kfz-betrieb" is the official organ of the German Motor Trade (ZDK), the professional interest group for around 38,000 car dealerships and workshops. Daily news from the entire automotive industry is available at www.kfz-betrieb.de and in the daily newsletter. The parent company Vogel Business Media is one of the leading German providers of specialist information with around 100 trade journals and 60 websites as well as numerous international activities. Its headquarters are in Würzburg. The company celebrates its 120th anniversary in 2011.
