Mastering the Change in Car Sales
Interview with Labinot Coraj, Managing Director of Coenen Motors GmbH
The automotive industry is facing profound changes – from digitalization to electromobility to new customer expectations. Amidst this change, Coenen Motors GmbH, known to the people in Mönchengladbach for decades as WalterCoenen, asserts itself as a mobility service provider in the region. With a broad range of services and a clear focus on service and customer satisfaction, the dealership manages to combine tradition with innovation.
Wirtschaftsforum: How has WalterCoenen developed over the years, and what important decisions have been made?
Labinot Coraj: WalterCoenen has a long history dating back to 1955. At that time, the founder Walter Coenen started with a gas station and a small car workshop. Today, we are one of the most well-known car dealers in Mönchengladbach. The retail transformation experienced a boost during the coronavirus pandemic. Thus, we have intensively dealt with how we can meet the increasing demands of our customers. This resulted in the decision to centralize at a main location spanning 22,000 m2. This has not only strengthened us logistically, but also improved our service quality.
We have also consciously decided to adapt our services. We now offer new cars, used cars, spare parts, workshop services, insurance, car rental and much more. We are an official Polestar service partner and specialist for the Jaguar and Land Rover brands.
Wirtschaftsforum: The automotive market is undergoing changes, particularly due to new technologies and digitalization. How do you and your team cope with these challenges?
Labinot Coraj: The changes in the market are definitely a challenge, but we also see great opportunities. One of our greatest strengths is that we can continuously adapt and do not rest on our laurels. We recognized early on that customers today do not just want to buy a car, but expect a complete experience. That's why we offer our customers a wide range of services that go beyond just buying a car. Whether it's about long-term rentals, leasing, or workshop services – our goal is to provide our customers with a worry-free experience. The topic of Omnichannel is becoming increasingly important. We will focus even more on this issue in the future. Nevertheless, direct contact, the face-to-face conversation, remains of great importance. It is and remains the core of our service because people are at the center of what we do.
Wirtschaftsforum: Can you tell us more about the current range of services offered by WalterCoenen?
Labinot Coraj: Our services are very diverse. We are involved not only in selling new and used cars but also offer comprehensive workshop and service facilities. Currently, we are focusing mainly on the brands Volvo and Mazda. Additionally, we have workshop contracts with Polestar and service vehicles from Jaguar, Land Rover, and other brands. Our workshop team is highly trained, and we can often provide inspections and repairs within two weeks. New to our program are long-term rentals – a concept that is particularly interesting for employees on probation or for short-term business trips. Our customers can rent vehicles for a period from 3 to 24 months, offering them great flexibility.
Wirtschaftsforum: You already mentioned the challenges of e-mobility. What is your personal assessment of this topic?
Labinot Coraj: I believe that e-mobility will play an important role in the future, but it will not be the only drive concept. There are still challenges, especially in terms of vehicle range and charging infrastructure. Definitely more needs to be done to make these technologies accessible to the masses. In parallel, I believe there will still be room for engine technologies with CO2-neutral combustion. However, a decision must be made soon, and politics must also provide clear guidelines. Currently, the framework conditions are still unclear, making it difficult for us dealers to plan in the long term.
Wirtschaftsforum: How do you see the future of WalterCoenen and the automobile trade in general?
Labinot Coraj: I am confident that we will continue to be successful in the future. The loyalty of our customers is still strong, and I am convinced that even smaller dealers like us have a good chance of holding their ground in the market. It is important that we remain flexible and adapt to new circumstances. Digitalization will play an increasingly large role, but at the same time, personal service must not be lost. At our company, customer service is at the forefront, and that will remain so in the future.
Wirtschaftsforum: In conclusion: What does your work at WalterCoenen personally mean to you?
Labinot Coraj: For me, it's more than just a job. It's a passion. I love working with people, and the development of the automobile fascinates me. Everything that is in a car today – from the technology to the comfort – was developed by people, and that excites me anew every day. I am especially proud of my team. Because my team shares this enthusiasm. We are all car enthusiasts who enjoy their work, and our customers can feel that. Ultimately, it is the people who make a company successful, and I am proud to lead such a committed team.