Mobilians

Context:

Automotive dealerships seeking recognition amid industry changes

Automotive dealerships, already impacted by the effects of lockdowns, are now facing direct competition from manufacturers investing in independent distribution channels and digital offerings. Additionally, market transformations, such as the shift to electric vehicles and constantly evolving state subsidies, directly affect their operations. In this context, Mobilians, a trade organization established in 1902, representing over 23,000 businesses in France’s mobility sector—including car dealerships, gas stations, and recycling centers—aims to advocate for the dealership profession.

CLAI’s Mission:

From 2020 to 2022, CLAI developed a campaign to elevate the image of dealerships, shifting public perception from that of uncompetitive distributors to key local players in sustainable mobility, community services, and the local economy. The goal was to demonstrate to consumers that dealerships are the best choice for purchasing and maintaining their vehicles.

CLAI designed and implemented the campaign under the slogan “Ma concession, c’est la solution” (My Dealership is the Solution), rolling out a comprehensive multimedia communication strategy across digital platforms, television, and print media, along with promotional materials within dealerships.

Campaign Elements:

• TV and digital advertising with targeted media buys.
• Creation of a commitment charter displayed in dealerships, supported by stickers, banners, and other visual elements to reinforce brand identity.
• Development of a dedicated web platform (www.maconcessioncestlasolution.fr) to inform and engage consumers with the campaign.
• Press and institutional relations initiatives to highlight the French public’s attachment to their local dealerships, with coverage at both national and regional levels

Results:

Launched during strategic periods for the automotive sector, including the 2022 presidential campaign, this initiative enabled Mobilians to raise awareness among the public, manufacturers, and policymakers about the vital role of dealerships in the mobility ecosystem. The campaign not only enhanced the visibility of dealerships but also fostered a positive dialogue about their proximity, economic contributions, and environmental impact.