Double conversion for Cupra garages in one year

Schuler + Eisner
Double conversion for Cupra garages in one year

CI conversions in the Seats and Cupra business are usually controlled during ongoing operations. Schuler + Eisner changed the two companies in a short time. This also benefits owner Marcus Eisner.

The Schuler + Eisner car dealership in Werneck (Schweinfurt district) is in a state of new construction and renovation. Last year, the exclusive Seat dealer upgraded its two locations in Dittelbrunn and Werneck in a total of three construction phases and converted them into the current, standard CI for Cupra and Seat. In the coming months, additional workshop extensions for driving assistance systems and electronics will be built in nearby locations.

As in the entire Seat Cupra network, the drivers of the construction activities are the stormy development of the Cupra brand and the corresponding demand of the importer regarding the future appearance of the sales partners. For Marcus Eisner, whose company celebrated its 50th birthday last year, the investment is also logical. With the so-called “Shared CI” – the Seat brand also still has a place in the showrooms – both brands would be represented. Overall, the concept of an importer’s design is convincing and feasible.

What was important to him during the implementation was the nature of the multi-stage renovation, as the work was carried out on existing buildings and during ongoing operations. At the Dittelbrunn site, which covers the northern part of the Schweinfurt area, construction began in two phases. “We wanted to know the challenges that await us so that we can use those things seen to immediately renew the headquarters,” reports Eisner. He found cooperation with the Seat construction consultant, which was open to good, positive arguments. Because “there is no off-the-shelf solution in existing buildings”. He invested a total of six figures in both areas.

Great potential for the Cupra

For Marcus Eisner, the team effort was also important for the fast process in the end, because in both areas “the employees had to endure a lot during this phase and show flexibility.” At Dittelbrunn, 22 employees manage 290 square meters of sales space and 480 square meters in the workshop. The property is 4,300 square meters in total. Werneck’s company is much larger. There are 11,200 square meters of floor space available and the showroom is 400 square meters in size. The workshop also occupies a lot of space (1,350 square meters).

Schuler + Eisner currently employs 76 people from nearly every discipline in the automotive industry. Last year the company turned over 450 new cars and 500 used cars. This year, both key figures are expected to grow by around ten percent. “The Cupra’s potential in this area is huge,” reports Marcus Eisner. Of course, not all Seat customers would want or be able to switch to the new brand, but he also confirms the winning effect of the Cupra. With its two companies – one in the northeast and one in the southwest of the industrial city of Schweinfurt – it covers a large catchment area.

A market share of around ten percent

Schuler + Eisner has been Spain’s sales partner for 37 years and has experienced Seat’s ups and downs during this time. Eisner admits that the rapid development of the Cupra “surprised him in a good way.” From his point of view, the high is not over yet – he himself currently has Cupra’s share of around 50 percent of new car sales. And Eisner confirms the feeling that the brand can reach new target groups without losing Seat customers. So Schuler + Eisner is very successful in the market – the number of new registrations from Hispanics in the region is almost ten percent.

Eric Handel, head of sales at importer Seat Germany, also confirms that the automaker is an important partner for the Spaniards. Schuler + Eisner is moving these two brands “with great success,” writes the retailer on Linkedin after visiting the two locations. The company “has developed very strongly as a truly unique partner”. He himself was unable to attend the opening of the “Night of the Cupra Tribe” with 120 guests, but executives from the importer were still present, including Robert Reitz, head of the business department. The next day the customer opening was held with around 350 guests.

(ID: 49959161)