How Möller Bil Gothenburg Audi turned 30 minutes into 9.5m SEK
Möller Bil Göteborg Audi
Möller Bil Göteborg Audi
Executive summary
Executive summary
Executive summary
Executive summary
Möller Bil is one of Sweden’s leading automotive dealership groups, representing several premium car brands across more than 20 locations nationwide. Known for its commitment to quality, service, and innovation, Möller Bil operates at the forefront of digital transformation in the automotive retail space.
Möller Bil Göteborg Audi, located in the heart of Sweden’s second-largest city, serves as a flagship location within the Möller network. Specializing in high-end Audi models, including electric vehicles (EVs), the dealership combines Audi’s progressive brand values with a strong local market presence and a forward-thinking sales strategy.
In an increasingly competitive and uncertain market for EVs, Möller Bil Göteborg Audi faced the dual challenge of maintaining Audi’s premium brand experience while accelerating sales in a category defined by buyer hesitancy and economic headwinds. As head of sales at Möller Bil Göteborg Audi Michel Chamun, the dealership recognized the need to shift from a reactive sales model to a proactive, digitally driven approach.
By leveraging Anaphora’s dealer communication and event management platform, Michel and his team launched two low-effort, high-impact email campaigns that delivered tangible results:
Möller Bil is one of Sweden’s leading automotive dealership groups, representing several premium car brands across more than 20 locations nationwide. Known for its commitment to quality, service, and innovation, Möller Bil operates at the forefront of digital transformation in the automotive retail space.
Möller Bil Göteborg Audi, located in the heart of Sweden’s second-largest city, serves as a flagship location within the Möller network. Specializing in high-end Audi models, including electric vehicles (EVs), the dealership combines Audi’s progressive brand values with a strong local market presence and a forward-thinking sales strategy.
In an increasingly competitive and uncertain market for EVs, Möller Bil Göteborg Audi faced the dual challenge of maintaining Audi’s premium brand experience while accelerating sales in a category defined by buyer hesitancy and economic headwinds. As head of sales at Möller Bil Göteborg Audi Michel Chamun, the dealership recognized the need to shift from a reactive sales model to a proactive, digitally driven approach.
By leveraging Anaphora’s dealer communication and event management platform, Michel and his team launched two low-effort, high-impact email campaigns that delivered tangible results:
Möller Bil is one of Sweden’s leading automotive dealership groups, representing several premium car brands across more than 20 locations nationwide. Known for its commitment to quality, service, and innovation, Möller Bil operates at the forefront of digital transformation in the automotive retail space.
Möller Bil Göteborg Audi, located in the heart of Sweden’s second-largest city, serves as a flagship location within the Möller network. Specializing in high-end Audi models, including electric vehicles (EVs), the dealership combines Audi’s progressive brand values with a strong local market presence and a forward-thinking sales strategy.
In an increasingly competitive and uncertain market for EVs, Möller Bil Göteborg Audi faced the dual challenge of maintaining Audi’s premium brand experience while accelerating sales in a category defined by buyer hesitancy and economic headwinds. As head of sales at Möller Bil Göteborg Audi Michel Chamun, the dealership recognized the need to shift from a reactive sales model to a proactive, digitally driven approach.
By leveraging Anaphora’s dealer communication and event management platform, Michel and his team launched two low-effort, high-impact email campaigns that delivered tangible results:
Möller Bil is one of Sweden’s leading automotive dealership groups, representing several premium car brands across more than 20 locations nationwide. Known for its commitment to quality, service, and innovation, Möller Bil operates at the forefront of digital transformation in the automotive retail space.
Möller Bil Göteborg Audi, located in the heart of Sweden’s second-largest city, serves as a flagship location within the Möller network. Specializing in high-end Audi models, including electric vehicles (EVs), the dealership combines Audi’s progressive brand values with a strong local market presence and a forward-thinking sales strategy.
In an increasingly competitive and uncertain market for EVs, Möller Bil Göteborg Audi faced the dual challenge of maintaining Audi’s premium brand experience while accelerating sales in a category defined by buyer hesitancy and economic headwinds. As head of sales at Möller Bil Göteborg Audi Michel Chamun, the dealership recognized the need to shift from a reactive sales model to a proactive, digitally driven approach.
By leveraging Anaphora’s dealer communication and event management platform, Michel and his team launched two low-effort, high-impact email campaigns that delivered tangible results:
The Anaphora impact
The Anaphora impact
The Anaphora impact
The Anaphora impact
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16
Premium vehicles sold
15 minutes
Of internal effort per email campaign
9.5 million
SEK in total revenue
These email campaigns targeted both luxury EV buyers and A3 prospects, using pre-built segmentation, compliant CRM integration, and brand-aligned email assets that required no additional creative or operational lift. The result was a dramatic acceleration in inventory turnover, increased showroom traffic from high-intent leads, and a scalable marketing strategy that the team is now extending across pre-owned inventory, service promotions, and insurance offers.
This success story highlights how Möller Bil Göteborg Audi is not only adapting to new market conditions, it is also defining how premium automotive retailers can thrive in them. Through proactive outreach, digital precision, and an uncompromising commitment to brand integrity, Möller Bil Göteborg Audi is turning the challenges of the EV market into opportunities for growth.
These email campaigns targeted both luxury EV buyers and A3 prospects, using pre-built segmentation, compliant CRM integration, and brand-aligned email assets that required no additional creative or operational lift. The result was a dramatic acceleration in inventory turnover, increased showroom traffic from high-intent leads, and a scalable marketing strategy that the team is now extending across pre-owned inventory, service promotions, and insurance offers.
This success story highlights how Möller Bil Göteborg Audi is not only adapting to new market conditions, it is also defining how premium automotive retailers can thrive in them. Through proactive outreach, digital precision, and an uncompromising commitment to brand integrity, Möller Bil Göteborg Audi is turning the challenges of the EV market into opportunities for growth.
These email campaigns targeted both luxury EV buyers and A3 prospects, using pre-built segmentation, compliant CRM integration, and brand-aligned email assets that required no additional creative or operational lift. The result was a dramatic acceleration in inventory turnover, increased showroom traffic from high-intent leads, and a scalable marketing strategy that the team is now extending across pre-owned inventory, service promotions, and insurance offers.
This success story highlights how Möller Bil Göteborg Audi is not only adapting to new market conditions, it is also defining how premium automotive retailers can thrive in them. Through proactive outreach, digital precision, and an uncompromising commitment to brand integrity, Möller Bil Göteborg Audi is turning the challenges of the EV market into opportunities for growth.
These email campaigns targeted both luxury EV buyers and A3 prospects, using pre-built segmentation, compliant CRM integration, and brand-aligned email assets that required no additional creative or operational lift. The result was a dramatic acceleration in inventory turnover, increased showroom traffic from high-intent leads, and a scalable marketing strategy that the team is now extending across pre-owned inventory, service promotions, and insurance offers.
This success story highlights how Möller Bil Göteborg Audi is not only adapting to new market conditions, it is also defining how premium automotive retailers can thrive in them. Through proactive outreach, digital precision, and an uncompromising commitment to brand integrity, Möller Bil Göteborg Audi is turning the challenges of the EV market into opportunities for growth.
Möller Bil Göteborg Audi
How Möller Bil Gothenburg Audi turned 30 minutes into 9.5m SEK
How Möller Bil Gothenburg Audi turned 30 minutes into 9.5m SEK
The challenge
Selling EVs in a market that’s getting harder every day
Cherie’s strategy to resonate with Key Customers
Cherie’s strategy to resonate with Key Customers
Selling EVs in a market that’s getting harder every day
In today’s automotive landscape, especially for electric vehicles, the game has changed, and not in the dealer’s favor.
The broader economic climate, shifting government incentives, and rising consumer uncertainty are making it harder to move EVs off the lot. Demand isn’t what it was a year ago. Buyers are more hesitant, and the EV segment is becoming increasingly competitive.
For Michel Chamun, the challenge wasn’t just about visibility. It was about fundamentally shifting the dealership’s sales approach.
Traditionally, dealerships were approached by customers. Prospects would walk into the showroom, initiate the conversation, and the sales process would unfold from there. That passive model no longer works. To stay competitive, dealerships must now actively reach out, resonate with potential buyers early, and build trust digitally - well before the customer shows interest in person.
And in the case of Audi EVs, there’s an additional layer of complexity.
Audi operates under an Agency Model for electric vehicles. This means pricing is standardized across all dealerships, the customer pays the same no matter where they buy.
In today’s automotive landscape, especially for electric vehicles, the game has changed, and not in the dealer’s favor.
The broader economic climate, shifting government incentives, and rising consumer uncertainty are making it harder to move EVs off the lot. Demand isn’t what it was a year ago. Buyers are more hesitant, and the EV segment is becoming increasingly competitive.
For Michel Chamun, the challenge wasn’t just about visibility. It was about fundamentally shifting the dealership’s sales approach.
Traditionally, dealerships were approached by customers. Prospects would walk into the showroom, initiate the conversation, and the sales process would unfold from there. That passive model no longer works. To stay competitive, dealerships must now actively reach out, resonate with potential buyers early, and build trust digitally - well before the customer shows interest in person.
And in the case of Audi EVs, there’s an additional layer of complexity.
Audi operates under an Agency Model for electric vehicles. This means pricing is standardized across all dealerships, the customer pays the same no matter where they buy.
In today’s automotive landscape, especially for electric vehicles, the game has changed, and not in the dealer’s favor.
The broader economic climate, shifting government incentives, and rising consumer uncertainty are making it harder to move EVs off the lot. Demand isn’t what it was a year ago. Buyers are more hesitant, and the EV segment is becoming increasingly competitive.
For Michel Chamun, the challenge wasn’t just about visibility. It was about fundamentally shifting the dealership’s sales approach.
Traditionally, dealerships were approached by customers. Prospects would walk into the showroom, initiate the conversation, and the sales process would unfold from there. That passive model no longer works. To stay competitive, dealerships must now actively reach out, resonate with potential buyers early, and build trust digitally - well before the customer shows interest in person.
And in the case of Audi EVs, there’s an additional layer of complexity.
Audi operates under an Agency Model for electric vehicles. This means pricing is standardized across all dealerships, the customer pays the same no matter where they buy.
In today’s automotive landscape, especially for electric vehicles, the game has changed, and not in the dealer’s favor.
The broader economic climate, shifting government incentives, and rising consumer uncertainty are making it harder to move EVs off the lot. Demand isn’t what it was a year ago. Buyers are more hesitant, and the EV segment is becoming increasingly competitive.
For Michel Chamun, the challenge wasn’t just about visibility. It was about fundamentally shifting the dealership’s sales approach.
Traditionally, dealerships were approached by customers. Prospects would walk into the showroom, initiate the conversation, and the sales process would unfold from there. That passive model no longer works. To stay competitive, dealerships must now actively reach out, resonate with potential buyers early, and build trust digitally - well before the customer shows interest in person.
And in the case of Audi EVs, there’s an additional layer of complexity.
Audi operates under an Agency Model for electric vehicles. This means pricing is standardized across all dealerships, the customer pays the same no matter where they buy.
“Customers today are researching on their own, comparing brands and dealers before we even know they exist. We couldn’t afford to be passive anymore. We needed to reach them early, with the right offer, in the right tone, in their email inbox.”
Michel Chamun
Michel Chamun
Michel Chamun
Michel Chamun
Head of Sales, Möller Bil Göteborg Audi
There’s no room to negotiate, no local discounting to differentiate. In this model, the dealership’s edge isn’t price—it’s experience, timing, and relevance.
The true competition becomes other brands that don’t follow this model and whose sales teams are often more aggressive with pricing and incentives.
Michel understood that to win in this environment, Möller Bil Göteborg Audi couldn’t wait for leads to trickle in from the website or hope that a well-placed ad would do the work. They needed to own the conversation, directly in the inbox—where customer intent can be captured before it shifts elsewhere.
There’s no room to negotiate, no local discounting to differentiate. In this model, the dealership’s edge isn’t price—it’s experience, timing, and relevance.
The true competition becomes other brands that don’t follow this model and whose sales teams are often more aggressive with pricing and incentives.
Michel understood that to win in this environment, Möller Bil Göteborg Audi couldn’t wait for leads to trickle in from the website or hope that a well-placed ad would do the work. They needed to own the conversation, directly in the inbox—where customer intent can be captured before it shifts elsewhere.
There’s no room to negotiate, no local discounting to differentiate. In this model, the dealership’s edge isn’t price—it’s experience, timing, and relevance.
The true competition becomes other brands that don’t follow this model and whose sales teams are often more aggressive with pricing and incentives.
Michel understood that to win in this environment, Möller Bil Göteborg Audi couldn’t wait for leads to trickle in from the website or hope that a well-placed ad would do the work. They needed to own the conversation, directly in the inbox—where customer intent can be captured before it shifts elsewhere.
There’s no room to negotiate, no local discounting to differentiate. In this model, the dealership’s edge isn’t price—it’s experience, timing, and relevance.
The true competition becomes other brands that don’t follow this model and whose sales teams are often more aggressive with pricing and incentives.
Michel understood that to win in this environment, Möller Bil Göteborg Audi couldn’t wait for leads to trickle in from the website or hope that a well-placed ad would do the work. They needed to own the conversation, directly in the inbox—where customer intent can be captured before it shifts elsewhere.
The solution
Proactive, brand-aligned email campaigns with Anaphora and C5 Pro
Proactive, brand-aligned email campaigns with Anaphora and C5 Pro
Proactive, brand-aligned email campaigns with Anaphora and C5 Pro
Proactive, brand-aligned email campaigns with Anaphora and C5 Pro
With Anaphora’s support and the power of C5 Pro, Michel launched two highly targeted, low-effort email campaigns. These campaigns allowed his team to reach the right audience, at the right time, with messaging that reflected Audi’s tone, quality, and ambition.
Each campaign required no extra resources and only 15 minutes of effort. Everything from segmentation to email performance was already pre-configured and optimized in the C5 Pro platform.
With Anaphora’s support and the power of C5 Pro, Michel launched two highly targeted, low-effort email campaigns. These campaigns allowed his team to reach the right audience, at the right time, with messaging that reflected Audi’s tone, quality, and ambition.
Each campaign required no extra resources and only 15 minutes of effort. Everything from segmentation to email performance was already pre-configured and optimized in the C5 Pro platform.
With Anaphora’s support and the power of C5 Pro, Michel launched two highly targeted, low-effort email campaigns. These campaigns allowed his team to reach the right audience, at the right time, with messaging that reflected Audi’s tone, quality, and ambition.
Each campaign required no extra resources and only 15 minutes of effort. Everything from segmentation to email performance was already pre-configured and optimized in the C5 Pro platform.
With Anaphora’s support and the power of C5 Pro, Michel launched two highly targeted, low-effort email campaigns. These campaigns allowed his team to reach the right audience, at the right time, with messaging that reflected Audi’s tone, quality, and ambition.
Each campaign required no extra resources and only 15 minutes of effort. Everything from segmentation to email performance was already pre-configured and optimized in the C5 Pro platform.
Key elements included
Key elements included
Key elements included
Key elements included
Branded email designs
Branded email designs
Branded email designs
Branded email designs
Pre-configured email templates perfectly aligned with Audi’s corporate identity for consistent brand communication.
Pre-configured email templates perfectly aligned with Audi’s corporate identity for consistent brand communication.
Pre-configured email templates perfectly aligned with Audi’s corporate identity for consistent brand communication.
Pre-configured email templates perfectly aligned with Audi’s corporate identity for consistent brand communication.
Smart CRM integration
Smart CRM integration
Smart CRM integration
Smart CRM integration
Plug-and-play segmentation powered by a strong, seamless CRM integration for smarter targeting.
Plug-and-play segmentation powered by a strong, seamless CRM integration for smarter targeting.
Plug-and-play segmentation powered by a strong, seamless CRM integration for smarter targeting.
Plug-and-play segmentation powered by a strong, seamless CRM integration for smarter targeting.
Cross-platform emails
Cross-platform emails
Cross-platform emails
Cross-platform emails
Pre-configured email formats optimized for consistent performance across all major email clients and devices
Pre-configured email formats optimized for consistent performance across all major email clients and devices
Pre-configured email formats optimized for consistent performance across all major email clients and devices
Pre-configured email formats optimized for consistent performance across all major email clients and devices
Key results of the sales campaigns
Key results of the sales campaigns
Key results of the sales campaigns
Key results of the sales campaigns
16
16
16
16
Premium
Premium
Premium
Premium
Vehicles sold
Vehicles sold
Vehicles sold
Vehicles sold
9.5M
9.5M
9.5M
9.5M
SEK
SEK
SEK
SEK
In total revenue
In total revenue
In total revenue
In total revenue
Combinded outcome
Combinded outcome
Combinded outcome
Combinded outcome
16 Premium
16 Premium
16 Premium
Vehicles sold
9.5M SEK
9.5M SEK
9.5M SEK
In total revenue
30 Minutes
30 Minutes
30 Minutes
Internal effort required
Campaign 1: High-value conversion
Campaign 1: High-value conversion
Campaign 1: High-value conversion
Campaign 1: High-value conversion
Vehicles sold
Vehicles sold
Vehicles sold
Vehicles sold
2 x Audi Q6
2 x Audi Q6
2 x Audi Q6
2 x Audi Q6
2.5M SEK
2.5M SEK
2.5M SEK
2.5M SEK
1 x A6 Sportback
1 x A6 Sportback
1 x A6 Sportback
1 x A6 Sportback
1M SEK
1M SEK
1M SEK
1M SEK
1 x A6 e-tron
1 x A6 e-tron
1 x A6 e-tron
1 x A6 e-tron
1M SEK
1M SEK
1M SEK
1M SEK
1 x Q6 e-tron
1 x Q6 e-tron
1 x Q6 e-tron
1 x Q6 e-tron
1M SEK
1M SEK
1M SEK
1M SEK
Total vehicles:
Total vehicles:
Total vehicles:
Total vehicles:
5
5
5
5
Total revenue:
Total revenue:
Total revenue:
Total revenue:
5.1M SEK
5.1M SEK
5.1M SEK
5.1M SEK
Campaign 2: Volume with velocity
Campaign 2: Volume with velocity
Campaign 2: Volume with velocity
Campaign 2: Volume with velocity
Targeting A3 leads with strong intent
Targeting A3 leads with strong intent
Targeting A3 leads with strong intent
Targeting A3 leads with strong intent
Click-to-open rate
Click-to-open rate
Click-to-open rate
Click-to-open rate
60%
60%
60%
60%
Click-through rate
Click-through rate
Click-through rate
Click-through rate
11%
11%
11%
11%
Cars sold
Cars sold
Cars sold
Cars sold
11 units
11 units
11 units
11 units
Average price
Average price
Average price
Average price
400K SEK
400K SEK
400K SEK
400K SEK
Total revenue:
Total revenue:
Total revenue:
Total revenue:
4.4M SEK
4.4M SEK
4.4M SEK
4.4M SEK
ROI and operational impact
ROI and operational impact
ROI and operational impact
ROI and operational impact
These results were achieved with virtually no disruption to daily operations. C5 Pro handled the heavy lifting while the sales staff continued focusing on in-store clients. Test drives were booked with high-intent prospects automatically, helping the sales team convert more leads faster.
From a financial standpoint, this is a high-margin marketing channel. With no extra cost beyond platform access and 15 minutes of time each campaign, Michel’s team achieved a double-digit ROI multiplier, effectively generating millions in revenue with almost zero operational or financial friction.
These results were achieved with virtually no disruption to daily operations. C5 Pro handled the heavy lifting while the sales staff continued focusing on in-store clients. Test drives were booked with high-intent prospects automatically, helping the sales team convert more leads faster.
From a financial standpoint, this is a high-margin marketing channel. With no extra cost beyond platform access and 15 minutes of time each campaign, Michel’s team achieved a double-digit ROI multiplier, effectively generating millions in revenue with almost zero operational or financial friction.
These results were achieved with virtually no disruption to daily operations. C5 Pro handled the heavy lifting while the sales staff continued focusing on in-store clients. Test drives were booked with high-intent prospects automatically, helping the sales team convert more leads faster.
From a financial standpoint, this is a high-margin marketing channel. With no extra cost beyond platform access and 15 minutes of time each campaign, Michel’s team achieved a double-digit ROI multiplier, effectively generating millions in revenue with almost zero operational or financial friction.
These results were achieved with virtually no disruption to daily operations. C5 Pro handled the heavy lifting while the sales staff continued focusing on in-store clients. Test drives were booked with high-intent prospects automatically, helping the sales team convert more leads faster.
From a financial standpoint, this is a high-margin marketing channel. With no extra cost beyond platform access and 15 minutes of time each campaign, Michel’s team achieved a double-digit ROI multiplier, effectively generating millions in revenue with almost zero operational or financial friction.
Accelerating inventory turnover
Accelerating inventory turnover
Accelerating inventory turnover
Accelerating inventory turnover
Each campaign targeted leads who were already in-market or looking to upgrade, drastically reducing lead times and improving inventory turnover. These sales came in addition to existing digital and physical lead sources, representing net-new business that would likely have gone untapped.
More importantly, Michel shifted the dealership’s approach from reactive to proactive. Instead of waiting for customers to research online and weigh multiple brands, Möller Bil is now shaping the conversation before it starts.
Each campaign targeted leads who were already in-market or looking to upgrade, drastically reducing lead times and improving inventory turnover. These sales came in addition to existing digital and physical lead sources, representing net-new business that would likely have gone untapped.
More importantly, Michel shifted the dealership’s approach from reactive to proactive. Instead of waiting for customers to research online and weigh multiple brands, Möller Bil is now shaping the conversation before it starts.
Each campaign targeted leads who were already in-market or looking to upgrade, drastically reducing lead times and improving inventory turnover. These sales came in addition to existing digital and physical lead sources, representing net-new business that would likely have gone untapped.
More importantly, Michel shifted the dealership’s approach from reactive to proactive. Instead of waiting for customers to research online and weigh multiple brands, Möller Bil is now shaping the conversation before it starts.
Each campaign targeted leads who were already in-market or looking to upgrade, drastically reducing lead times and improving inventory turnover. These sales came in addition to existing digital and physical lead sources, representing net-new business that would likely have gone untapped.
More importantly, Michel shifted the dealership’s approach from reactive to proactive. Instead of waiting for customers to research online and weigh multiple brands, Möller Bil is now shaping the conversation before it starts.
Why it worked
Why it worked
Why it worked
Why it worked
Anaphora and C5 Pro empowered Möller Bil
Göteborg Audi to
Anaphora and C5 Pro empowered Möller Bil Göteborg Audi to
Anaphora and C5 Pro empowered Möller Bil Göteborg Audi to
Anaphora and C5 Pro empowered Möller Bil
Göteborg Audi to
Reach high-intent customers directly
Reach high-intent customers directly
Reach high-intent customers directly
Reach high-intent customers directly
Maintain Audi’s premium brand image across channels
Maintain Audi’s premium brand image across channels
Maintain Audi’s premium brand image across channels
Maintain Audi’s premium brand image across channels
Increase efficiency to create, send and manage email campaigns and events like test drives without increasing workload
Increase efficiency to create, send and manage email campaigns and events like test drives without increasing workload
Increase efficiency to create, send and manage email campaigns and events like test drives without increasing workload
Increase efficiency to create, send and manage email campaigns and events like test drives without increasing workload
Achieve significant, trackable ROI with each campaign
Achieve significant, trackable ROI with each campaign
Achieve significant, trackable ROI with each campaign
Achieve significant, trackable ROI with each campaign
Leadership in action
Michel Chamun’s best practices for modern dealership success
Michel Chamun’s best practices for modern dealership success
Michel Chamun’s best practices for modern dealership success
Michel Chamun’s best practices for modern dealership success
The success at Möller Bil Göteborg Audi is no coincidence. It reflects a shift in mindset led by Michel Chamun, who has embraced proactive digital selling as a core part of the dealership’s strategy. Beyond these two email campaigns, Michel continues to use Anaphora and C5 Pro across a wide range of business areas - from aftersales and trade-in offers, to warranty upgrades, service clinics, and of course, new car launches.
The success at Möller Bil Göteborg Audi is no coincidence. It reflects a shift in mindset led by Michel Chamun, who has embraced proactive digital selling as a core part of the dealership’s strategy. Beyond these two email campaigns, Michel continues to use Anaphora and C5 Pro across a wide range of business areas - from aftersales and trade-in offers, to warranty upgrades, service clinics, and of course, new car launches.
The success at Möller Bil Göteborg Audi is no coincidence. It reflects a shift in mindset led by Michel Chamun, who has embraced proactive digital selling as a core part of the dealership’s strategy. Beyond these two email campaigns, Michel continues to use Anaphora and C5 Pro across a wide range of business areas - from aftersales and trade-in offers, to warranty upgrades, service clinics, and of course, new car launches.
The success at Möller Bil Göteborg Audi is no coincidence. It reflects a shift in mindset led by Michel Chamun, who has embraced proactive digital selling as a core part of the dealership’s strategy. Beyond these two email campaigns, Michel continues to use Anaphora and C5 Pro across a wide range of business areas - from aftersales and trade-in offers, to warranty upgrades, service clinics, and of course, new car launches.
Here are some of Michel’s practical insights for fellow dealership managers navigating the same market challenges:
Here are some of Michel’s practical insights for fellow dealership managers navigating the same market challenges:
Here are some of Michel’s practical insights for fellow dealership managers navigating the same market challenges:
Here are some of Michel’s practical insights for fellow dealership managers navigating the same market challenges:
Don’t wait - initiate
Don’t wait - initiate
Don’t wait - initiate
Don’t wait - initiate
“In today’s market, especially for EVs, waiting for the customer to reach out is no longer enough. You have to show up first, with relevance.”
“In today’s market, especially for EVs, waiting for the customer to reach out is no longer enough. You have to show up first, with relevance.”
“In today’s market, especially for EVs, waiting for the customer to reach out is no longer enough. You have to show up first, with relevance.”
“In today’s market, especially for EVs, waiting for the customer to reach out is no longer enough. You have to show up first, with relevance.”
Make personalization effortless
Make personalization effortless
Make personalization effortless
Make personalization effortless
“C5 Pro makes segmentation and targeting so easy, it removes all the friction. You don’t need a big team or agency to send high-quality campaigns that feel personal.”
“C5 Pro makes segmentation and targeting so easy, it removes all the friction. You don’t need a big team or agency to send high-quality campaigns that feel personal.”
“C5 Pro makes segmentation and targeting so easy, it removes all the friction. You don’t need a big team or agency to send high-quality campaigns that feel personal.”
“C5 Pro makes segmentation and targeting so easy, it removes all the friction. You don’t need a big team or agency to send high-quality campaigns that feel personal.”
Go beyond the new car sale
Go beyond the new car sale
Go beyond the new car sale
Go beyond the new car sale
“These tools aren’t just for launching a model. We use them to promote pre-owned stock, service events, accessories, and insurance. Every message counts when it’s done right.”
“These tools aren’t just for launching a model. We use them to promote pre-owned stock, service events, accessories, and insurance. Every message counts when it’s done right.”
“These tools aren’t just for launching a model. We use them to promote pre-owned stock, service events, accessories, and insurance. Every message counts when it’s done right.”
“These tools aren’t just for launching a model. We use them to promote pre-owned stock, service events, accessories, and insurance. Every message counts when it’s done right.”
Start small—but start often
Start small—but start often
Start small—but start often
Start small—but start often
“You don’t need to run massive campaigns to see results. We send short, targeted messages that generate millions in revenue. It’s about consistency and timing.”
“You don’t need to run massive campaigns to see results. We send short, targeted messages that generate millions in revenue. It’s about consistency and timing.”
“You don’t need to run massive campaigns to see results. We send short, targeted messages that generate millions in revenue. It’s about consistency and timing.”
“You don’t need to run massive campaigns to see results. We send short, targeted messages that generate millions in revenue. It’s about consistency and timing.”
Michel’s story is more than a case study. It’s a model of what dealership leadership looks like in 2025: proactive, digitally enabled, and relentlessly focused on delivering value early in the customer journey.
As more dealerships begin to operate under the agency model, and as EV competition heats up, the lessons from Möller Bil Göteborg Audi are clear: winning the customer starts long before the showroom—and it’s won by those who lead the conversation.
Michel’s story is more than a case study. It’s a model of what dealership leadership looks like in 2025: proactive, digitally enabled, and relentlessly focused on delivering value early in the customer journey.
As more dealerships begin to operate under the agency model, and as EV competition heats up, the lessons from Möller Bil Göteborg Audi are clear: winning the customer starts long before the showroom—and it’s won by those who lead the conversation.
Michel’s story is more than a case study. It’s a model of what dealership leadership looks like in 2025: proactive, digitally enabled, and relentlessly focused on delivering value early in the customer journey.
As more dealerships begin to operate under the agency model, and as EV competition heats up, the lessons from Möller Bil Göteborg Audi are clear: winning the customer starts long before the showroom—and it’s won by those who lead the conversation.
Michel’s story is more than a case study. It’s a model of what dealership leadership looks like in 2025: proactive, digitally enabled, and relentlessly focused on delivering value early in the customer journey.
As more dealerships begin to operate under the agency model, and as EV competition heats up, the lessons from Möller Bil Göteborg Audi are clear: winning the customer starts long before the showroom—and it’s won by those who lead the conversation.
Beyond email communication
Words from our Commercial Director Andreas Spiik
Words from our Commercial Director Andreas Spiik
Words from our Commercial Director Andreas Spiik
Words from our Commercial Director Andreas Spiik
What Michel Chamun and the team at Audi Möller Bil Göteborg have accomplished is a perfect example of what’s possible when experience, strategy, and technology come together. In a market where selling electric vehicles has become one of the industry’s toughest challenges, they didn’t sit back and wait for demand to recover.
They took control of the conversation, acted early, and delivered results that most dealers would consider exceptional, even in a booming market.
The success they achieved, selling 16 vehicles and generating over 9.5 million SEK through two targeted campaigns, is not just a sales win.
What Michel Chamun and the team at Audi Möller Bil Göteborg have accomplished is a perfect example of what’s possible when experience, strategy, and technology come together. In a market where selling electric vehicles has become one of the industry’s toughest challenges, they didn’t sit back and wait for demand to recover.
They took control of the conversation, acted early, and delivered results that most dealers would consider exceptional, even in a booming market.
The success they achieved, selling 16 vehicles and generating over 9.5 million SEK through two targeted campaigns, is not just a sales win.
What Michel Chamun and the team at Audi Möller Bil Göteborg have accomplished is a perfect example of what’s possible when experience, strategy, and technology come together. In a market where selling electric vehicles has become one of the industry’s toughest challenges, they didn’t sit back and wait for demand to recover.
They took control of the conversation, acted early, and delivered results that most dealers would consider exceptional, even in a booming market.
The success they achieved, selling 16 vehicles and generating over 9.5 million SEK through two targeted campaigns, is not just a sales win.
What Michel Chamun and the team at Audi Möller Bil Göteborg have accomplished is a perfect example of what’s possible when experience, strategy, and technology come together. In a market where selling electric vehicles has become one of the industry’s toughest challenges, they didn’t sit back and wait for demand to recover.
They took control of the conversation, acted early, and delivered results that most dealers would consider exceptional, even in a booming market.
The success they achieved, selling 16 vehicles and generating over 9.5 million SEK through two targeted campaigns, is not just a sales win.
Andreas Spiik
ANAPHORA
Commercial Director
Strategic partner to Volkswagen Group Sweden for over 13 years
It’s proof that even under the Agency Model, where pricing power is neutralized, dealerships can absolutely differentiate themselves through customer experience, timing, and communication.
At Anaphora, our role is to empower partners like Michel to operate smarter, not harder. That means giving them tools that are ready out of the box, deeply integrated with existing CRM systems, and require minimal lift to create real commercial impact.
It’s proof that even under the Agency Model, where pricing power is neutralized, dealerships can absolutely differentiate themselves through customer experience, timing, and communication.
At Anaphora, our role is to empower partners like Michel to operate smarter, not harder. That means giving them tools that are ready out of the box, deeply integrated with existing CRM systems, and require minimal lift to create real commercial impact.
It’s proof that even under the Agency Model, where pricing power is neutralized, dealerships can absolutely differentiate themselves through customer experience, timing, and communication.
At Anaphora, our role is to empower partners like Michel to operate smarter, not harder. That means giving them tools that are ready out of the box, deeply integrated with existing CRM systems, and require minimal lift to create real commercial impact.
It’s proof that even under the Agency Model, where pricing power is neutralized, dealerships can absolutely differentiate themselves through customer experience, timing, and communication.
At Anaphora, our role is to empower partners like Michel to operate smarter, not harder. That means giving them tools that are ready out of the box, deeply integrated with existing CRM systems, and require minimal lift to create real commercial impact.
Looking ahead to 2025, I believe the dealers who will succeed are those who embrace three key principles:
Looking ahead to 2025, I believe the dealers who will succeed are those who embrace three key principles:
Looking ahead to 2025, I believe the dealers who will succeed are those who embrace three key principles:
Looking ahead to 2025, I believe the dealers who will succeed are those who embrace three key principles:
Reach out early and guide the buyer journey from the very first signal of interest.
Reach out early and guide the buyer journey from the very first signal of interest.
Reach out early and guide the buyer journey from the very first signal of interest.
Reach out early and guide the buyer journey from the very first signal of interest.
Use data to personalize digital interactions and create meaningful connections.
Use data to personalize digital interactions and create meaningful connections.
Use data to personalize digital interactions and create meaningful connections.
Use data to personalize digital interactions and create meaningful connections.
Find value in every customer touchpoint, from trade-ins to after sales and beyond.
Find value in every customer touchpoint, from trade-ins to after sales and beyond.
Find value in every customer touchpoint, from trade-ins to after sales and beyond.
Find value in every customer touchpoint, from trade-ins to after sales and beyond.
Get in touch
Have something to say? We’d love to hear from you! Whether you want to share feedback, ask a question, or simply make a connection, we’re here to listen.
Get in touch
Have something to say? We’d love to hear from you! Whether you want to share feedback, ask a question, or simply make a connection, we’re here to listen.
anaphora.tech
USA: +1 (833) UX FIRST
anaphora.tech
USA: +1 (833) UX FIRST
Get in touch
Have something to say? We’d love to hear from you! Whether you want to share feedback, ask a question, or simply make a connection, we’re here to listen.
Get in touch
Have something to say? We’d love to hear from you! Whether you want to share feedback, ask a question, or simply make a connection, we’re here to listen.
Get in touch
Have something to say? We’d love to hear from you! Whether you want to share feedback, ask a question, or simply make a connection, we’re here to listen.
Get in touch
Have something to say? We’d love to hear from you! Whether you want to share feedback, ask a question, or simply make a connection, we’re here to listen.
Get in touch
Have something to say? We’d love to hear from you! Whether you want to share feedback, ask a question, or simply make a connection, we’re here to listen.
anaphora.tech
USA: +1 (833) UX FIRST
anaphora.tech
USA: +1 (833) UX FIRST
anaphora.tech
USA: +1 (833) UX FIRST
About Anaphora
At Anaphora, we empower luxury brands to achieve brand governance excellence across all dealerships and markets.
Our solutions ensure that every email, event, and marketing message reflects a brand's prestigious identity, creating a unified experience for customers.
By centralizing brand control while allowing local customization, dealers can boost customer awareness and loyalty, enhancing engagement and preference over competitors.
Certification and partnerships
Building success through strategic connections.
Workflow integration
Seamlessly connect all your existing apps.
Connect with our European Team
Already chosen by the leaders
About Anaphora
At Anaphora, we empower luxury brands to achieve brand governance excellence across all dealerships and markets.
Our solutions ensure that every email, event, and marketing message reflects a brand's prestigious identity, creating a unified experience for customers.
By centralizing brand control while allowing local customization, dealers can boost customer awareness and loyalty, enhancing engagement and preference over competitors.
Certification and partnerships
Building success through strategic connections.
Workflow integration
Seamlessly connect all your existing apps.
Connect with our European Team
Already chosen by the leaders
About Anaphora
At Anaphora, we empower luxury brands to achieve brand governance excellence across all dealerships and markets.
Our solutions ensure that every email, event, and marketing message reflects a brand's prestigious identity, creating a unified experience for customers.
By centralizing brand control while allowing local customization, dealers can boost customer awareness and loyalty, enhancing engagement and preference over competitors.
Certification and partnerships
Building success through strategic connections.
Workflow integration
Seamlessly connect all your existing apps.
Connect with our European Team
Already chosen by the leaders
About Anaphora
At Anaphora, we empower luxury brands to achieve brand governance excellence across all dealerships and markets.
Our solutions ensure that every email, event, and marketing message reflects a brand's prestigious identity, creating a unified experience for customers.
By centralizing brand control while allowing local customization, dealers can boost customer awareness and loyalty, enhancing engagement and preference over competitors.
Certification and partnerships
Building success through strategic connections.
Workflow integration
Seamlessly connect all your existing apps.
Connect with our European Team
Already chosen by the leaders
About Anaphora
At Anaphora, we empower luxury brands to achieve brand governance excellence across all dealerships and markets.
Our solutions ensure that every email, event, and marketing message reflects a brand's prestigious identity, creating a unified experience for customers.
By centralizing brand control while allowing local customization, dealers can boost customer awareness and loyalty, enhancing engagement and preference over competitors.
Certification and partnerships
Building success through strategic connections.
Workflow integration
Seamlessly connect all your existing apps.
Connect with our European Team
Already chosen by the leaders
Get in touch
Have something to say? We’d love to hear from you! Whether you want to share feedback, ask a question, or simply make a connection, we’re here to listen.
anaphora.tech
USA: +1 (833) UX FIRST