RLA
Marketing Week Masters 2018 Automotive Winner

Transforming the automotive aftermarket, one massive project at a time

Groupe PSA, the French parent company of the iconic Peugeot, Citroen and DS brands, are redefining the role of the OEM in the automotive aftermarket. With a well-documented ‘Push to Pass’ strategy paying huge dividends in returning the group to profit, a large element of that strategy contains a trailblazing expansion into the ownership of several non-OEM aftermarket brands.

WHEN UNDERSTANDING YOUR AUDIENCE IS EVERYTHING

The challenge for Groupe PSA was unique. What do you do when you find yourself owning not one, but several competing, occasionally conflicting whole-chain brands with fundamentally different messages, needing to present to a broad range of micro-audiences?

The answer – appoint RLA, the leading automotive specialist marketing agency, to apply their proven aftermarket experience in managing your brands’ communications activities.

MANAGING A GROWING FAMILY OF COMPETING BRANDS

Groupe PSA now own a route to market at every single level within the European aftermarket. From a full OEM parts and service proposition for Peugeot, Citroen and DS brands, an all-makes range in the form of Eurorepar parts, two wholesale and trade operations under Distrigo and Trade Team banners, Europe’s first OEM parts loyalty programme: PERKS, the all-makes independent garage franchise of Euro Repar Car Service, and finally several online parts and service e-commerce and aggregation websites: Autobutler.com, MrAuto.com and WhoCanFixMyCar.com. Phew!

RLA are PSA’s agency of choice to manage an exceptionally diverse selection of full-service creative brand TTL marcomms activities behind this broad range of aftermarket brands.

FULL-SERVICE, STRATEGIC AND CREATIVE MARCOMMS

RLA provide expert consultancy, market analysis and business case support to PSA’s commercial operation of their Aftermarket house of brands. We provide a full creative agency service on brand, marcomms, on and offline, content and social, PR, print, TTL advertising, website, DAM portal, events and planning support in innumerate different guises across numerous projects to assist in driving the growth that Groupe PSA demands.

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