At the first presentation of the E-Ducato in mid- 2019 we met up with some very remarkable people of Fiat Professional, notably with Angelica Carapezza, now responsible for managing and coordinating the implementation of the Ducato’s electrification programs at full scale.
Now with the E-Ducato “coming of age” as it were with its commercial launch, after having went through a very thorough process of profiling the customer and their needs, we were very intrigued how this process exactly went about. All the more reasons for a second interview. The first interview, where we told you more about Angelica Carapezza’s multi-faceted career, can of course also be read in our columns, by following the link https://autoprova.be/2019/09/15/women-behind-cars-angelica-carapezza/.
Just read our second interview with Mme Carapezza here below…
Hans Knol ten Bensel
HK: The Ducato has built up an enviable reputation of commercial success, so launching a fully electric version is quite a challenge, as the expectations of the market are high. What was your business philosophy here in positioning the E-Ducato into the market?
AC: We have a long 120-year history in the LCV market, and Fiat Professional has always been a Brand that “lets the facts speak for themselves”. It is down to earth, so to say, producing vehicles that are first and foremost an ideal tool for the small or big entrepreneur who wants to grow his business. With this approach throughout the years, we achieved an undisputed leadership position in the world of light commercial vehicles, as shown by the figures for the Ducato: over 5 million units produced since 1981 in the biggest plant in the world, having also conquered over 75% of volumes in the Caravan bases sector and, finally, having achieved the European Best Seller status in 2020.
HK: Being close to the customer, responding to its needs, how did this translate in the actual approach?
AC: We wanted the E-Ducato to be absolutely “tailor made”. I can refer here to the Press Statement recently released by Stellantis about our “Pilot Project” to tune the E-Ducato to the needs of our customers, but let me explain it also a bit more for you here how we went about.
We first started with gathering data. With a solid database, you know where you’re going. So we collected data for a whole year from 4,000 thermal Ducato vehicles, whose control units, connected in real time, allowed the different individual mission profiles of our customers to be identified in their real application on the road.
Then we started analyzing the collected data, and aggregated them. Now, and this is of course crucial, we had established ourselves a very good idea about the profile of daily missions which could be accomplished by an electric instead of a thermal vehicle without causing any business interruption for the customer: in this way we identified the market segment which is “ready to divert” from thermal to electric, based on their specific mission(s) or activity and the size of their fleet.
This analysis which well founded, as it was carried out after not less than 50 million km being traveled by connected vehicles. This confirms again how deep knowledge about customers and their needs is fundamental and conditio sine qua non for the successful sale of commercial vehicles.
HK: Based on your findings, you could now further develop and fine-tune the engineering of the E-Ducato…
AC: Indeed, but we wanted our customers also to test out right from the beginning our pre-production vehicles, and communicate to us their findings during further development of the E-Ducato. We wanted them to have “their” driving experience in the field, based on real life conditions. To achieve this, we launched a “Pilot Project” so complete and complex that it was unprecedented in the history of Fiat Professional. During this engineering development phase of the electric version of the Ducato, we produced a mini fleet of pre-series vehicles and then assigned them to strategic customers. This time it allowed us to sample further data in purely electric mode.
Briefly, each user is assigned a vehicle on free loan for a period of 4-6 weeks, depending on mission/s tested, geography, type of paths chosen, allowing each customer effectively and empirically to start “his” Ducato experience.
The final target is to identify “his” vehicle, which is the result of the combination of two key and indivisible elements: offer and demand. Fiat Ducato’s commercial offer covers more than 18.000 different versions of the same vehicle, available with either thermic or electric propulsion, so you may imagine how important is for us to provide always the right and the best solution to our customers. In other words, we find the right match between on one hand the customer’s specific needs (type of route, daily km, delivery times/shifts, working days, type of goods transported and charging profile) and on the other hand the “right” Ducato with its wide range of product combinations (battery size, body configuration, options).
This allowed a “real life” customer profile to be established, and so we could tailor the E-Ducato not only ideally to its specific delivery tasks and missions, but also to the individual market-specific requirements and local conditions, with indeed the geography being another important key factor in the choice of the vehicles.
HK: Very remarkable, this close cooperation with customers. Does it have a following?
AC: Right indeed, the collaboration with selected customers for the “Pilot Project” continues today and covers various communication channels: press, web, social, co-marketing, joint participation in events and promotion of new experimental business lines.
Furthermore, in terms of identification and visibility, it is worth emphasizing that the E-Ducato fleet bears the distinctive livery of the model, combined with that of the international partners who took part in the project, including Arcese, GLS, Lyreco, Mercitalia, EDF, Fraikin, CSB, Nippon Express and BT Fleet, and last but not least DHL: all leading companies in the market and devoted to innovation, which have shown that they want to combine the commercial side of their business with respect for the environment.
HK: Indeed, I understand, customers and manufacturers are working together towards eco-sustainable mobility…
AC: Absolutely. Respective expectations have the same target: to give a consistent contribution in achieving truly eco-sustainable mobility from the beginning, throughout the value chain, and this new mobility is now the result of two companies sharing a single major strategic goal. OEMs cannot any longer sell just vehicles; they have to sell a full mobility solution in a world that is constantly evolving and where customers need easy solutions to continue their daily mission. LCV customers make a purchase choice based on tangible elements: payload, volume, range; here there is no room for emotion like for passenger cars; our customers have a clear idea about what they want and need, they are very demanding, the vehicle is the business for them. With E-Ducato we are proud to state that we “emotionally sell product contents”.
HK: The car industry is now on the threshold of major eco-conscious changes… with its customers changing too…
AC: The entry of Electric Mobility happens not only in the Automotive market per se, but especially also in the culture and education of the people, which is leading to an epochal change that will impact heavily on the customer’s commercial approach, making her/his choice a «choice of full Mobility»: the customer is a pro-active stakeholder of this process of a new behavior and approach to Mobility.
For the car industry this means not only making the switch from thermal to electric, but also and above all fostering the evolution from the simple sale of a vehicle to the sale of a complete sustainable mobility service, in which the customer’s knowledge and needs become essential elements of the sale itself. Once again, Fiat Professional becomes the protagonist of a cultural change through a concrete approach to the issue of sustainability, with our “tailor-made” E-Ducato.
HK: What were your personal experiences, findings and satisfactions in setting up and bringing to a good end this complex project, amid Corona times? Do you have a message here – as a woman with a career– to our readers?
Well, good question Hans! If you ask me to summarize all my experiences with only one adjective, I would tell you “complicated”, but let me add a second one: “satisfying”. However, as satisfying as all complicated and challenging tasks are, it was not a “promenade”, notwithstanding my 35 years of experience in the Automotive Sector and having clear idea how the “machine” runs.
The Corona virus played its part too in complicating easy things like meeting the customers, feed commercial relations, being on the field, have internal meetings with the team and speed up developments. In one stroke, all these tools were taken away by the Corona pandemic, and we had to cope with delays and only virtual experiences at all levels. But I would mention Einstein here, “in the middle of every difficulty lies an opportunity”, and the Corona virus gave us the opportunity to deal with in a new – and unpredictable – scenario, in finding new ways to establish the collaboration in each part of the long chain of automotive processes, where everybody gave her/his strong contribution to deliver the project.
To those people, my colleagues, go my special thanks for having supported me for each time I asked for something that was “never done before”. Whether you are a man or a woman, if you commit yourself first and you strongly believe in what you are asking for, the results come in.
HK: In more general terms, do you think that the Corona Pandemic has affected the position of women in the working place? What challenges in your opinion lie ahead for them?
AC: Well… a question which is not so easy to answer. Once more, statistical data show us that most of the women have lost their job. We can state generally that women belong indeed still to a weak professional category: they are always the first to pay any change.
I can consider my self – as all women in multinational companies- as a privileged person, since I had immediately the chance to continue my daily job. To avoid any disruption, the Company had made work from home immediately available to all its staff, but of course, everything became virtual. I did not lose my job, but I had to change the way of doing it.
HK: Did your function in the Company pose specific personal challenges for you?
AC: I’m a Senior Marketing Manager, I’m responsible of the E-Ducato Pilot Project: this job is based on relationships, both within the company as well as externally.
This meant that, at the outbreak of the pandemic, we all had to rely on and capitalize as much as we could on the network we had build up so far. I can say that without a deep knowledge of the organization at all levels, If I would not have already known the thousands of people that work here and what they do, if I would not have built personal relations in the past, I would never have been able to deliver the Pilot Project as it is today.
Along with the network I built up, my professional experience also played an important role in this pandemic situation.
I think it must have been very difficult for young people who had just entered the organization prior to the pandemic. I keep asking myself, how have they worked from their homes without knowing the processes, the people, the organization flows, the fundamentals when you have to deal with an enormous organization? How could they develop that special feeling of “belonging to” the company if they could not experience it hands on and feel it on their skins?
HK: And to return to our first question, what were the extra challenges for women in general with this pandemic?
If you ask me about the challenge… well the challenge was just even bigger now with the pandemic, if you consider a full working day for a woman.
From a personal point of view, I think we have to see both sides of the so-called “remote working opportunity”: what it appears to be and the everyday reality. At first sight it seems that from home you can better manage and organize your daily workload, which – apparently –, leaves you more room to organize your life. But the truth is quite another matter.
The reality is that from home, as women, we tripled our daily tasks and got more and more efficient being at same time managers, mothers, housekeepers with no time limits!
We, like our children who paid the most expensive cost of this pandemic, lost the human contact, everything is done behind the screen, everything is happening inside your house, and most of times you don’t perceive that it’s time to switch off the PC.
HK: The pandemic has affected us all…
The pandemic has affected us as human beings. We are not born to become home robots. As a woman, I want to go back to work, I need to put on a nice dress, have make-up, wear shoes and go out, before we all forget what is so fundamental for a human being: the interaction among us, the fact that we need to see each other into the eyes, to talk face to face, directly, to shake hands, to re-establish relationships. Human relationships: this makes us live.
HK: I thank you for this interview.
Hans Knol ten Bensel
Autoprova - for the Connaisseur 