Doubling sales in the European automotive industry for a German manufacturer

Background

In the fiercely competitive European automotive sector, a leading German company specialising in linear motion technology and comfort applications for car interiors sought to elevate its market presence. Despite a strong product portfolio, the firm struggled to penetrate the market at scale and secure high-profile partnerships—particularly with the premium brands it aspired to serve. While Mercedes-Benz was a long-held goal, limited strategic insight and a lack of direct connections stood in the way.

Capitalising on a deep understanding of industry dynamics and a proven track record of driving business growth, I partnered with the company to craft and implement a winning strategy.

Challenges

1. Limited market penetration

   • Although the products were of high quality, the company’s European sales had stagnated.

2. Restricted access to decision-makers

   • Reaching procurement teams at top automakers and their Tier 1 suppliers proved difficult, limiting long-term growth.

3. Competitive pressure

   • The market was crowded with well-established players, making it challenging for emerging suppliers to gain traction.

Strategy and Implementation

Achieving bold sales targets required a comprehensive, dual-sided approach—aiming both at key suppliers (Tier 1) and end clients (OEMs). By blending market research, targeted networking, and customised solutions, we created a value proposition that resonated with the needs of premium automakers.

1. Push-Strategy towards Tier 1 suppliers

   • Ensured the company’s components were embedded in larger systems, ultimately supplying the automakers through these Tier 1 relationships.

   • Positioned the company as a reliable, high-quality contributor to Tier 1 solutions.

2. Pull-Strategy towards OEMs

   • Demonstrated innovation capabilities and support in prototyping, highlighting how the products could enhance vehicle interior design and functionality.

   • Generated direct demand from automakers themselves, creating upstream pull in the supply chain.

3. Market analysis and positioning

   • Conducted thorough research to pinpoint untapped opportunities and align product offerings with current market trends.

   • Crafted a refined value proposition, stressing reliability, innovation, and the ability to meet premium brand standards.

4. Targeted networking

   • Leveraged my professional network to secure introductions to top stakeholders, including key decision-makers at Mercedes-Benz.

   • Provided coaching to the sales team on effective pitching and accompanied them on critical customer visits for additional support.

5. Customised solutions

   • Collaborated with the R&D department to tailor products specifically for premium automakers, complying with stringent quality and design demands.

   • Ensured alignment with both industry standards and the high expectations of luxury car manufacturers.

6. Enhanced sales processes

   • Introduced new sales methodologies and tools to streamline workflows, improve close rates, and maintain consistent follow-up.

   • Fostered better collaboration between technical teams and sales personnel for quicker response to client requirements.

Results

The meticulously executed strategy yielded transformative outcomes for the company’s market position:

• Sales growth: Within 24 months, the firm’s European automotive sales grew by 50%.

• Secured key partnerships: Successfully onboarded Mercedes-Benz as a client, positioning the company as a trusted supplier for premium car interiors.

• Increased market share: Captured a substantial share of the European market, reinforcing the company’s reputation as a top-tier industry player.

Testimonial

Following a successful Mercedes-Benz S-Class project—in which the company was awarded a sub-assembly supply contract—the General Manager reflected:

“For years, my sales team and I would drive past the Mercedes-Benz Headquarters wondering how to become one of their suppliers. It took a Dutchman, Christian Drenth, to make it happen.”

Conclusion

This case study underscores the power of strategic planning, targeted networking, and a client-centric approach in even the most demanding sectors. By merging these tactics, I helped the company realise its growth ambitions and emerge as a key supplier in Europe’s prestigious automotive market.

If your business faces similar hurdles, let’s discuss how I can help you achieve lasting success.