HKTB: Let me first congratulate you with your new responsibility, and thank you for granting this interview. You have already built up quite a career in the automotive world…
BDM: Indeed! I made my first steps at Renault, then joined the Group D’Ieteren, where I worked in the Marketing department at Porsche, and then took a new challenge by joining Electric by D’Ieteren, putting their product in the market. Then, as I was launching a new product in a premium (electric) automotive market, it was a logical step for me when an iconic brand like Lancia was (re)launching itself in our market, to take up also this challenge and this is how I landed here as a marketing director for Lancia and Alfa.
HKTB: Lancia is a unique premium brand with a noble Italian elegance and spirit, embedded in a rich history…
When I heard that 9 dealers will represent the Lancia brand in our country, with 1 in Luxemburg, it intrigues me to know how they will receive and approach the client and give him this premium impression and “feel” the moment he enters the showroom. What kind of support do you provide to these dealers?
BDM: Indeed, our support goes further than just marketing, and contains other aspects. For instance, the appearance and “look” of the showroom itself. We prescribe a premium level here. But there is also the sales person, i.e. the person who makes the first contact with the client. So we have established a training programme, where learning how to establish a good “face to face” contact is very important. We also have to address any doubts the client may have about the quality of our Italian cars, and therefore we offer an extended guarantee for the entire duration of the contract on our products.
HKTB: Do you work together with Italy to develop this training program for the sales staff?
BDM: Indeed, we have a very good collaboration. They communicate about their best practices, and of course we also have in Belgium our own training team. We have also developed a specific sales course, not only focusing on the technical aspects of the car, but also pointing out which elements constitute a premium brand.
HKTB: And the philosophy of the brand…
BDM: Of course. This has also a special appeal for them. The Italian elegance, the rally successes, there are many aspects. The history of Lancia is also very important.
HKTB: Can you tell us a bit more about the geographical distribution of the dealerships, for instance, there is no dealer in Knokke…
BDM: Indeed, there might come one in 2025… The first idea is of course to spread the dealerships across Belgium, and the person who lives in Knokke or rather has his second residence there, lives usually also in one of the main Belgian cities.
HKTB: You have a dealership in Courtrai…
BDM: Indeed! The (first) locations have been chosen in function of the potential sales volumes. We need motivated dealers who want to invest in the brand, and therefore we need to offer them an opportunity to grow…
HKTB: What about the dealerships who previously sold the Lancia Ypsilon, now some years ago?
BDM: These dealers will still exist for after sales service. Presently there are only two dealers in this situation. They can service the new Ypsilon, even when they don’t have the car in their showroom.
HKTB: The car has many technical similarities with other cars in the the Stellantis group, not to mention the Peugeot 208 and Opel Corsa …
BDM: Indeed, but when it comes to selling and servicing the Ypsilon, the approach is to maintain its strictly Italian character, which is reflected in the dealer strategy…and which is to be applauded!
HKTB: Do you have a cooperation with the Netherlands?
BDM: We are different, but we work together, as the Ypsilon is launched simultaneously in both countries.
HKTB: Within the Stellantis group, DS is also a brand which addresses a premium client base. Is there a “cross fertilization” concerning client approach, an exchange of best practices in this field?
BDM: Not really. Indeed, we have three premium brands in the group, Alfa, DS, Lancia. We can share some training programmes on how to sell a premium brand, but then for Lancia and Alfa the passion for the automobile, its elegance and its design are rather more important. It is more “Italian”.
HKTB: Can you tell a bit more about the plans and potential for the fleet market for this Ypsilon?
BDM: We know that in Belgium the premium is very much fleet oriented, but as the Ypsilon is a city car, we reckon that about 50 % will be sold in the fleet market and indeed 50 % will find its way to private clients, who will opt rather more for the hybrid version.
HKTB: There will also be a follow up in the Lancia model range with the Gamma…
BDM: Indeed, and next year also there will be the more engaging HF version of the Ypsilon.
HKTB: Are the dealers exclusively Lancia?
BDM: No, they are also Alfa. They are so-called multibrand, but they will have a specific showroom, dedicated to the brand. The showrooms of the different brands have also to be clearly separated, and indeed the sales people are also specific. There is a dedicated sales person for the brand, who has an intimate knowledge of the brand.
HKTB: Are you going to engage with Lancia in cultural and other events? Will you for example sponsor in the future events like the Concours Reine Elisabeth?
BDM: Not in 2024, we now concentrate on the launch of the brand; but the retailers will probably organize or sponsor (local) events. There will be however specific events for the fleet clientele.
HKTB: I am (also) an artist myself and have a keen interest in artistic events, and I could see Lancia sponsoring events in the cultural sector…
BDM: This is a very good suggestion! Maybe in 2025. But you can always contact me, I am always open to new ideas and suggestions! The first event is now the opening of our retailers. The 22nd of May, the Luxembourg retailer will open its doors…
HKTB: Thank you very much for this interview!
Hans Knol ten Bensel
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