It happened that fast. Just three years ago, Spanish port logistics and shipping group Bergé took over Hyundai imports in Switzerland. Following an agreement with the Belgian Alcopa Group in 2021, the niche brands SsangYong and Maxus and the Chinese brand Aiways were added. And since this fall, the Bergé Group and its automobile division, now called Astara, have also become official importers of the Nissan and Stellantis brands Abarth, Alfa, Fiat and Jeep. Launched with a market share of 2.8 percent in Switzerland in 2019, this ratio has already reached eight percent thanks to the portfolio that now includes nine brands. In other words: Astara is already the third largest importer in our country after Amag and Emil Frey.
The Spaniards also want to continue to grow with us. “We expect a 15 percent market share in Switzerland by 2025,” said Nicolas Carbonell, Marketing Director, Astara Mobility Switzerland. However, this growth should not necessarily result from the acquisition of other imported brands. “Our nine brands will continue to evolve,” Carbonell said. He sees potential, especially in the newcomer Chinese Airways. “But all our other brands must continue to grow,” says Nicolas Carbonell during our talk at Astara’s Swiss headquarters in Dietlikon ZH.
Double sales in three years
Carbonell sits in front of a modern video wall where the various activities and success figures of the group, which operates in 20 different countries on three continents, are shown in real time with ever-changing images. While Astara, with its 4,500 employees worldwide, was around 75 percent active in Latin America seven years ago and only 25 percent in Europe, this should be balanced by 2025. Then, with nearly 50 brands, our group will be active 45 percent in Latin America, 45 percent in Europe and 10 percent in other markets.
Astara also wants to continue to grow rapidly on a global scale. The Spaniards want to shake up the worldwide classic car trade in the next three years and almost double the sales and turnover from about 230,000 vehicles and 5.5 billion francs today to more than 430,000 cars sold and 10.8 billion francs in sales. At the same time, Astara wants to be a full-service mobility provider. The first step in this direction are new car subscription services or digital commerce platforms, such as the two service offerings Astara Move and Astara Store (see box) presented at the Auto Zurich vehicle show, which ends today.
New subscription model closes the gap
“Astara Move represents a subscription model that provides personal, usage-based mobility services for individuals and organizations or companies,” explains Sylvain Jeanroy, Astara Move project manager. And it gets even clearer: “Our monthly car subscription allows you to freely choose and change the model or make at a fixed price per month and includes all costs, from registration, insurance, tires and repairs to round-the-clock support and maintenance. This versatile carefree package includes short-term rentals. and it bridges the gap between long-term rental or leasing.»
Such subscription models are not new, they shine with high growth rates, but in absolute numbers they are still small lights in the car market. For example, there are lots of similar offers in Switzerland from providers like Carvolution. That’s right, Jeanroy confirms, but thanks to its broad portfolio of brands, Astara offers its customers a much wider range of vehicles. In addition, with Astara Move, you can flexibly change the vehicle brand and model as you wish with a monthly subscription. “These are good reasons why we are introducing this new service,” concludes Nicolas Carbonell. With Astara Move, our customers no longer have to decide which brand, model or type of vehicle they want to use, when and for how long.»
Astara is still not well known to the public. But the company has been working for a long time to change that. With collaborations such as the technology company Salesforce, which creates digital customer platforms, and even motorsports, Astara should raise awareness in addition to the automobile brands represented. They participated in the Dakar Rally this year with their own teams and Astara wants to start there again in 2023. Astara was just top of the podium in the most sustainable team event in 2022 – but it’s a start.
Raoul Schwinn
Source: Blick
I am David Miller, a highly experienced news reporter and author for 24 Instant News. I specialize in opinion pieces and have written extensively on current events, politics, social issues, and more. My writing has been featured in major publications such as The New York Times, The Guardian, and BBC News. I strive to be fair-minded while also producing thought-provoking content that encourages readers to engage with the topics I discuss.
