Case: Hedin Automotive – Lead Assistant

The following case studies provide an insight into real use cases from car dealerships and show how typical challenges in sales are addressed in practice.

Hedin Automotive

Use manufacturer leads – without having to work in the manufacturer tool

Mercedes-Benz · Hyundai · XPENG & more

Lead Assistant

Use manufacturer leads – without having to work in the manufacturer tool

Hedin Automotive Germany is part of the international Hedin Mobility Group and is one of the larger dealership organizations in the German automotive market with a broad brand portfolio and numerous locations. In Germany, the company is represented in Rhineland-Palatinate, Hesse, Baden-Württemberg and Saxony, among others.

Lead Assistant

New brand.
Inconsistent leads.

Lead Assistant

The manufacturer leads from XPENG created an additional lead channel, the quality of which fluctuated greatly. In addition to serious interested parties, many inquiries were also received that focused on curiosity rather than concrete buying interest.

In addition to traditional lead sources such as vehicle exchanges and websites, a growing proportion of manufacturer leads for the XPENG brand were also to be processed. However, the quality of these inquiries was inconsistent, especially for a new brand: in addition to genuine prospective buyers, there were many contacts who initially only wanted to take a look at the vehicles and had triggered a lead in passing. This meant additional work for the sales department in terms of classification and processing.
At the same time, it was important for Hedin Automotive to integrate the new XPENG lead channel into the existing group-wide process. Leads were to be pre-qualified, processed and evaluated uniformly across brands in the central lead management system Customer One – to ensure a consistent standard in lead processing and uniform reporting within the group.
Since there was no direct interface between the XPENG system Scepter and Customer One, a solution was needed to connect both worlds.

No direct system connection

between manufacturer system and lead management

Pre-qualification before handover to Customer One.

Lead Assistant

A dedicated process was set up for the XPENG leads, which first pre-qualifies the inquiries in the Lead Assistant and then transfers them in a structured manner to Hedin Automotive's central lead management system.

The XPENG leads are uploaded by Hedin Automotive to the Lead Assistant. A pre-qualification process specially defined for this lead channel starts there, tailored to the specifics of the brand and the fluctuating quality of the inquiries.
Communication with prospects is automated via email and individually formulated by AI for each inquiry. The aim is to better assess at an early stage whether there is concrete interest and what information is relevant for further processing.
The result is then transferred to Customer One in a structured manner – regardless of whether the lead was successfully pre-qualified or not. This means that all XPENG leads are available to the sales department centrally in the existing lead management system and can be evaluated using the same reporting and the same standards as all other lead channels.
In this way, a standardized process was created for a new manufacturer channel that seamlessly integrates into Hedin Automotive's group-wide working methods.

Upload instead of system break

Pre-qualification and transfer directly in Customer One

One process. One system.
Less effort in sales.

Lead Assistant

Through the automated pre-qualification and structured transfer to Customer One, the XPENG leads could be integrated into Hedin Automotive's group-wide standard – with uniform lead assessment and end-to-end reporting.

Manufacturer leads with fluctuating quality can only be processed efficiently in the dealership if they are integrated into existing sales processes. This is exactly what was implemented in this case: The XPENG leads are pre-qualified, evaluated in a structured manner and then processed further centrally in the lead management system used.
This creates a cross-brand, standardized process for pre-qualification, processing and reporting – regardless of which channel a lead reaches the group through. The sales team benefits from a consistent workflow, and group management receives end-to-end reporting across all lead sources.
The result is an integrated and scalable process for manufacturer leads that brings together lead quality, process consistency and group-wide comparable reporting.

"An additional lead channel has become a cleanly integrated sales process."

Christopher Göttel · Sales Performance Manager

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