"just drive" - customer concept for small garages

With "just drive" - the customer concept for smaller garages - Rhiag has taken the step from pure B2B to B2B2C marketing. The target group for the new concept is free, independent garage businesses and their customers.

Better customer approach

One with "just drive"The concept, which Rhiag developed together with the Lucerne-based agency Generation Y, includes a brand presence enriched with brand elements and a website. The goal is to better address the customers of the garage owners through a concise presentation in the company, but also online.

Motorists in their sights

Motorists who want to be serviced cheaply by brand-independent garages are the target audience. "From B2B we go with it to the end customer"explains Roger Hunziker, Head of Marketing at Rhiag.

The project was launched three years ago. Nine garages are now involved. The goal is 50 garages throughout Switzerland. One example is the Garage Holziken GmbH in the town of the same name between Aarau and Zofingen.

Cost sharing

Marketing support is not free of charge for the garage owners. They or their spare parts dealer must contribute to the effort, with Rhiag covering over 80 percent of the costs.

The appearance includes decorative elements and a website. In addition, a brochure including illustrations is produced for dispatch in the catchment area of the garage involved. Good customers of Rhiag will also receive an appropriately labeled "just drive"-replacement car.

Rhiag stocks around 100,000 different articles - vehicle spare parts, oils and chemical products. It supplies over 60 wholesale partners in Switzerland, who in turn supply garages. Rhiag generates a smaller proportion of its sales through direct deliveries to garages.

In Switzerland, Rhiag employs 110 people at its sites in Baar (ZG) and Echallens (VD). Across Europe, Rhiag Group Ltd is active in nine countries with more than 2500 employees.