Dealership spotlight: Simplicicar marketing secrets – from collaboration with influencers to introducing their own microcar

Founded in 2011, Simplicicar has long established itself as one of the used car market leaders in France and Belgium. The company specializes in premium second-hand vehicles, selling around 20,000 cars each year in Europe. By the end of 2024, Simplicicar plans to have around 90 dealerships and expects to expand to 100 in 2025.

Catering to different types of customers has lead Simplicicar to have a diverse marketing strategy. After all, vehicle sales is a highly competitive industry, where many verticals have to align for success.

“It's important to build your brand, so you can control its developments, remain independent from other brands, and have exclusivity. What's more, it gives you more room to maneuver on all fronts,” said Alexis Ritacco, Head of Marketing & Communications at Simplicicar.

Employing influencers to reach different audiences

Simplicicar has found success investing in influencer marketing. This helps the company increase its visibility on social media and establish brand awareness. The company collaborates with well-known French personalities like Akram and Vincent Lagaf.

Akram is an automotive influencer followed by a younger audience, while Vincent Lagaf is known to everyone, especially those aged 30 and over. Thanks to his personality and the successful TV shows he hosted in the 2000s, he remains one of France's most popular personalities.

The company has also attracted attention by hosting a boxing match weigh-in in its Colomiers branch with French influencer Tibo InShape. This has not only attracted a widespread attention to Simplicicar, but has also helped establish future partnerships.

Introducing their own micro-car

Creativity is among Simplicicar’s biggest strengths – the company has recently made an unprecedented move, introducing the Simplici S1, an electric microcar.

“The S1 has been well received. While its price is the lowest in the market, it offers much higher quality and versatility, particularly in terms of equipment, onboard technology, autonomy, comfort, ergonomics, practicality, and interior space. Several distributors have already contacted us,” said Alexis Ritacco.

Enhancing customer experience with advanced technology and transparency

When it comes to marketing, Simplicicar always has ideas for making its offerings more attractive and establishing trust with clients. Last year, the company introduced an AI-driven virtual showroom for every vehicle it sells. This year, an even more advanced version will be launched.

This is one of the ways Simplicicar empowers users, but not the only one. The company also provides carVertical vehicle history reports with each car: “carVertical assists us in two key areas: enhancing transparency with our customers, which is one of our strengths today, and enabling us to anticipate and avoid certain after-sales issues,” says Alexis Ritacco. “This is particularly beneficial in identifying past problems with vehicles, issues that may even be unknown to the current owner.”

As an example of this, according to Ritacco, a carVertical report has recently helped Simplicicar avoid purchasing a problematic BMW M3. Although it had only 9,000 km on the odometer – a mileage that would make the car seem almost new – the company decided to check its history and discovered that it had sustained significant damage.

“This allowed us to avoid a future after-sales issue that could have had significant financial repercussions.”

While catering to customers, franchisees are also not forgotten

The company also works closely with its franchise partners. Recently, Simplicicar released a 230-page book with useful tips and know-how, helping dealers successfully operate in business. New franchisees also receive full-time coaching and training so that their sales can kick off more easily.

While Simplicicar already has a respectable reputation and many French and Belgian customers know the company, it continues to strive for more. This allows Simplicicar to remain at the forefront of the used car industry and grow its business.