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English
English Français Nederlands
Zoek
Worldwide

A New Direction

By Caroline Deruytter, Principal Consultant
Region: Belgium

Sector focus: Consumer

AS MOST PEOPLE KNOW, THE AUTOMOTIVE SECTOR IS GOING THROUGH A CONSIDERABLE TRANSFORMATION. UNTIL A COUPLE OF YEARS AGO, THIS SECTOR WAS HIGHLY PRODUCT-DRIVEN. MANUFACTURERS DEVELOPED A TECHNOLOGICAL, HIGH-STANDING CAR PRODUCT AND PUSHED THEM INTO THE MARKET. IT WAS ALWAYS A PRODUCT MINDSET: “MY PRODUCT IS FANTASTIC, AND I’M GOING TO SERVE IT AND FORCE IT UPON THE CONSUMER.” THAT’S WHAT AUTOMOTIVE WAS ABOUT.
TODAY THE EVOLUTION IS TOWARDS THE ELECTRIC CAR. MY CLIENT WAS A PIONEER IN THAT SPACE; THEY REALISED THAT MODERN VEHICLES DON’T DEMAND A PRODUCT PUSH BUT NEED TO REPLY TO CONSUMER DEMANDS. THE WHOLE INDUSTRY IS BASED ON CONSUMER INTEREST NOW. THIS ELECTRIC-CAR-BASED CLIENT RECENTLY APPOINTED A MANAGING DIRECTOR FROM THE CONSUMER SECTOR. THE STRENGTH OF THIS NEWLY APPOINTED MD IS THAT SHE KNOWS HOW TO APPROACH CONSUMERS. SHE KNOWS HOW TO DETECT CLIENT NEEDS.
THE COMPANY’S SALES TEAM WAS VERY CONFIDENT ABOUT THEMSELVES — MAYBE TOO CONFIDENT. THEY WERE PEOPLE THAT HAD WORKED IN THE CAR INDUSTRY FOR MANY YEARS. YOU COULD EVEN SAY THEY WERE A BIT RUSTY IN THEIR OLD-FASHIONED WAY OF DOING BUSINESS. THEY NEEDED A SALES DIRECTOR TO SHAKE THE TEAM UP.
THE AUTOMOTIVE INDUSTRY IS ONE WHERE THERE ARE ALWAYS SALES/ REBATES (SPRING DEALS, SUMMER PROMOTIONS, ETC.), AND PEOPLE TEND TO WAIT TO BUY A CAR UNTIL THOSE SALES HIT. THEY NEEDED SOMEONE TO CREATE A TURNAROUND. SOMEONE TO MOTIVATE A SALES TEAM THAT CARS CAN BE SOLD THE WHOLE YEAR ROUND AND NOT ONLY THROUGH REBATES.
WE HAD TO EMBARK ON A SERIES OF THOROUGH, TOUGH INTERVIEWS, ALL OF THEM CONFIDENTIAL. WE TEAMED UP WITH A COLLEAGUE FROM BELGIUM THAT SPECIALISED IN THE AUTOMOTIVE INDUSTRY TO COMBINE OUR KNOWLEDGE AND SHIFT THE FOCUS TO THE CONSUMER.

Because we worked with MU’s scientific method to identify a sustainable leader and have strong networks within the consumer and automotive sector, we were able to provide them quickly with a shortlist with only candidates we know would succeed in this specific context. They ended up with a completely different person than most of their other staff, especially for a well-established, conservative company. We helped out with onboarding for the individual in order to smooth over any potential problems that might occur with people higher up the chain. All indications are extremely positive that this person will work out well in the role.

Caroline Deruytter, Principal Consultant
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