Salesforce-Astara Relationship Explores Mobility, Data Intelligence Innovation for Auto Industry

Salesforce and Astara, a leading global mobility and automotive distribution company, have expanded their commercial relationship to explore how new automotive industry business models can be supported with Salesforce technology. 

Why it’s important: Astara has built 70% of its global business by leveraging the Salesforce platform, which helped to create a 360-degree view of its business, customers, and partners. 

• Now, Salesforce Sales, Marketing, Service, and Commerce Clouds are helping Astara pivot from a business primarily focused on selling vehicles and technical expertise to developing new subscription and mobility services.
• Data-driven insights help the company offer car subscriptions to suit individual driver needs, connectivity, and share market intelligence to better inform brands’ corporate strategies.

Salesforce has enabled us on this journey and now, seven years later, we are in the best position to respond and adapt to new challenges in the automotive and mobility industry.

Jorge Navea, CEO, Astara

Zoom out: Identifying and tracking global customer trends with Salesforce technology enabled Astara, which has a presence in 17 countries, to distribute more than 200,000 cars in 2021. 

• With its new platform, indicators such as the Customer Acquisition Cost and the Conversion Rate have improved by an average of 20% and 30%, respectively over the last year. 
• Through a Digital Hub located in Madrid, conceived as a center of excellence for digital marketing and customer experience, Astara has developed more personalized customer journeys based on brands’ specific objectives — improving customer conversion rates, engagement, and loyalty.

What they’re saying: “Since we started our collaboration with Salesforce in 2015, everything we have done in digitalization has been designed to have a business case and a business sense,” said Jorge Navea, CEO, Astara. “This is why we have been able to grow profitably and get our strategy aligned with our customers’ preferences. Salesforce has enabled us on this journey and now, seven years later, we are in the best position to respond and adapt to new challenges in the automotive and mobility industry.”

The Salesforce perspective: “Our partnership with Astara combines innovative technology with automotive sector expertise to help companies reimagine their business models for the digital-first era,” says Denis Terrien, CEO of Salesforce South Europe, Middle East & Africa. “We’re delighted that this expanded partnership will better position car manufacturers and dealers to better understand and serve their customers.”

What’s next: Astara will be a key contributor to the development of solutions for the Salesforce mobility platform. Astara will explore future adoption of  Salesforce’s specialized automotive solutions, and its industry knowledge will be leveraged in the development and implementation process.

More information: Read more about Salesforce and Astara’s work together here.