AutoScout24 successfully remains on the gas pedal: the balance only one year after the introduction of the new organisational structure makes it clear that the company’s strategy to internationalise is working out. The numbers speak for themselves: alone in the first half of 2007, the turnover increased in comparison with the same time period of the previous year by 24 percent*. More than 30,000 dealers work together with AutoScout24, around 1.6 million vehicles can be chosen from – the tendencies are respectively increasing. The traffic on the homepage is also growing: AutoScout24 registered throughout Europe an increase by 32 percent by June**.
“By last year, AutoScout24 was a market leader in individual European countries. Today we can say that we hold a market leading position in Europe," is how Dr. Nicola Carbonari, CEO AutoScout24, describes the positive development.
Just one year ago, AutoScout24 restructured the company and bound the activities underneath one roof. Since then, the European companies have been controlled centrally by AutoScout24 GmbH. Thus for example today the product development and the management are just as central in the headquarters in Munich as the entire IT. Since above all marketing and sales activities depend on the local and cultural factors of the respective national markets, the country companies react on location independently and take over the localisation.
Personal helper: the Scouty
The European success of AutoScout24 is supported by Scouty, the main figure of the advertising campaign which also has an international direction. On the market since just May of this year, the first pre-test results of an IMAS online test show that the Scouty fulfils his role not only as the friendly brand ambassador, but also as a helper when buying or selling a car in the internet - and that online as well as in print, broadcasts and below-the-line.
Re-launch for a standard appearance and more service
AutoScout24 gave its website a facelift: since April the internet appearance is standard in all countries. Above all the customer is the centre of attention. In diverse tests and analysis, the entire navigation was set up in a “need oriented” manner in order to be able to encounter all eventualities. For the user this means even simpler navigation, better searches and numerous new functions. But dealers also profit from this, because interested parties are guided even more directly and quicker to their offerings.
AutoScout24 builds on the know-how from Microsoft
With the technical implementation, AutoScout24 is based on the state of the art technology of Microsoft. Together both companies have brought the currently largest ASP.NET project in Germany and one of the largest in Europe to the start. The goal was the creation of a component based architecture framework for the AutoScout24 platform. “The solution is comparable to a building block system,” explains Benno Peetz, IT architect from Microsoft Germany. “There are – figuratively seen – building blocks which have the same colours which build the basis for all countries. Local specifications are if needed simply supplemented and integrated into the 'building block system’."
This system put AutoScout24 in the position of being able to set up the website for a new country within just a few days when there is a need. AutoScout24 thus once again confronts the high demands of the market and thus reinforces its market leading position in Europe.
* Due to the affiliation with the Deutsche Telekom AG, AutoScout24 will
not communicate further numbers.
** Source: Nielsen NetRatings / Netview; May 2007 in comparison to May 2006; D,IT,ES,F,CH