Client context:
Our client is the UK representative for a well-established Asian automotive brand. With a network of over 190 retailers selling new and used vehicles, the brand commands more than 5% market share in the region.
Problem Statement:
The client needed an off-headcount used vehicle team dedicated to remarketing self-generated used vehicles. The goal was to protect residual values and enhance the dealer network’s expertise in the used vehicle segment.
Our Intervention:
We established a dedicated field force of four specialists, fully focused on used vehicle operations.
- Implemented efficient remarketing processes for OEM-owned used stock.
- Introduced active price tracking across the market to help dealers maximize opportunities.
- Supported campaigns to balance supply and demand.
- Delivered dealer coaching and mentoring programs.
- Conducted compliance reviews and audits of the OEM used vehicle program.
For the past several years, ma5 has created and delivered all training related to used vehicles and has full access to dealer tools in the used car space to ensure optimal support.
Outcome:
Over the past seven years, the client has consistently achieved its remarketing volume targets, demonstrating the effectiveness of the strategy. Residual values have been maintained at levels that meet or exceed objectives, safeguarding brand value in the market. Furthermore, the brand has earned recognition as one of the leading names for used vehicles in the UK, as highlighted by its strong performance in the National Franchise Dealer Association survey.
While the client prefers to remain anonymous, the fact that we have partnered for seven years and secured a further four-year contract speaks volumes about the trust and impact delivered.
