Client context:
GRUPO Panama Car Rental (PCR) is one of the largest vehicle rental organizations in Panama, established over 20 years ago. What sets them apart is their unique approach: retailing ex-rental vehicles through five sites attached to their regional rental facilities.
Their competitive landscape includes new, lower-priced Chinese brands. Our relationship with GRUPO PCR was built through two senior managers who previously worked for an OEM we supported in implementing used vehicle programs.
Problem Statement:
GRUPO PCR aimed to expand its rental fleet from 3,000 to 4,000 vehicles, with a de-fleet target of 18 months or 50,000 KM. To achieve this, monthly sales needed to increase to approximately 200 units without compromising profitability.
Our Intervention:
We began with a Discovery Phase, reviewing:
- Rental de-fleet processes
- Preparation standards, KPIs, and retail sites
- Customer proposition and journey
- Marketing strategy and sales performance KPIs
Objectives and Actions:
- Defined clear KPIs, timelines, and departmental responsibilities
- Refined de-fleet and reconditioning processes
- Developed a tailored Customer Journey through workshops with senior management and retail teams
- Created and delivered training programs for management and sales staff in the local language
- Piloted changes, validated through KPIs, and refined standards
- Rolled out the Semi-New Programme across all five sites
Outcome:
- Accelerated vehicle preparation and improved stock turnover
- Increased sales prices by bringing vehicles to market faster
- Introduced a unique Customer Journey, enhancing customer experience and aligning with Automarket’s values
- Sales process now ensures consistent presentation of consumer benefits, protecting margins and boosting satisfaction
- Achieved a Net Promoter Score of 90%, the highest in company history
- Sales performance on track to hit 200 units per month by Q4 2026
“I am happy for you to work with other businesses in Panama but please do not give away the secret sauce!” (said with a cheeky smile)
Ricardo De La Guardia, Owner of GRUPO PCR
