DIVERSIFYING IN ORDER TO GROW: NORAUTO’S EXAMPLE

A subsidiary of Mobivia (Midas, Altermove, Auto 5, Carter Cash), Norauto is the oldest brand in the group. Founded in 1970 by Éric Derville, the company now has a network of more than 410 centres in France and a total of more than 630 if you include the countries in which it is based, namely Spain, Belgium, Portugal, Italy and Argentina. This success owes much to the company’s ability to evolve. Jérôme Dumont, the brand’s communications and marketing manager, provides an update.

FOR MANY DRIVERS, NORAUTO IS PRIMARILY A CAR REPAIR AND MAINTENANCE COMPANY. IS THIS STILL THE CASE?

This is indeed our business since 1970. But it has evolved: today, Norauto is perceived more as a player capable of offering all drivers solutions to support them in their mobility during a period that is marked by the need to move towards more responsible driving. Whether technological or behavioural, motorists are going to be faced with unprecedented transformations, all within a tense economic context and facing considerable environmental challenges. This transition has led us to diversify our services and products in order to support new uses. We have thus developed product rental services which are proving to be a real success, particularly for snow chains.

CAN WE SAY THAT DIVERSIFICATION IS PART OF NORAUTO’S HISTORY?

The automobile has always evolved and our job is to accompany drivers. We have always been present and attentive to the evolution of uses and needs. For example, we have just launched electric charging cables. Certain services are part of this diversification, such as glazing in conjunction with Carglass. Adapting, innovating and evolving is an absolute necessity. This is how we gain the trust of our customers and it is no coincidence that, in our category, we are France’s favourite brand.

BEYOND REPAIR AND SALES, DOES DIVERSIFICATION ALSO INVOLVE THE SERVICES YOU OFFER?

The context requires us to do this: development of digital uses, behavioural changes reinforced by confinement... We are therefore starting to deploy a home service, such as going on site in the event of a battery failure. This is a service that is particularly appreciated by our customers.

LAST SPRING YOU LAUNCHED AN OFFER AIMED AT PROFESSIONALS, WITH A COMPANY BICYCLE HIRE SERVICE. NORAUTO IS NOT NECESSARILY ASSOCIATED WITH SO-CALLED «SOFT» MODES OF TRANSPORT. AREN’T YOU AFRAID THAT YOUR CUSTOMERS WILL HAVE TROUBLE FINDING THEIR WAY AROUND?

We believe that a responsible motorist is a motorist who knows how to do without his or her vehicle in certain cases, for example, to turn to a bicycle, and particularly to electric models. We don’t think that this is a risk, but rather a complementary service that we must offer. We have just opened a new concept in the centre of Lille called «Norauto urban solutions» which focuses on soft modes of transport. This is not so much a new business as an extension of our original activity.

HOW TO DIVERSIFY SUCCESSFULLY? SHOULD YOU SURROUND YOURSELF WITH PARTNERS, BUY OTHER COMPANIES OR SHOULD EVERYTHING BE INTERNALIZED?

Probably all three... There is no magic bullet. In the case of our agreement with Carglass, we chose to join up with a recognised leader in order to ensure an excellent customer experience. Some services are designed in partnership, others will be designed in-house because they fit the company’s DNA and because we have the necessary skills and resources. Our only rule for making these decisions amounts to two questions: what does the customer want? And how do we ensure that we offer the best solution?