DOYEN

The challenge:

Having celebrated the company’s 100th anniversary after two consecutive takeovers, the Management of Doyen Auto felt they had lost the identity and soul of their company and wanted to unite their teams and long-term partners around a common vision and ambition. Who are we? Where are we going? And why are we going there? Answering these questions became key to help position Doyen Auto in an increasingly competitive sector, where new market entrants such have cut out traditional intermediaries and efficiently leveraged digital technologies to establish a sleeker, more technological positioning.

What transpired:

In this fast-moving world of spare parts and logistics, Doyen stands out as the only organization with a deeply human culture characterized by strong cooperation, benevolence, camaraderie and mutual respect. For its employees and all their deeply embedded suppliers and partners, Doyen isn’t just a company with a family atmosphere, it’s a system that literally functions like a family.

Doyen's original business model required staff members who were highly committed to customer service. The company systematically recruited people who aligned with this goal. Mindset was as important as qualifications. In a sector driven by performance and efficiency the historic Doyen culture has proven to be a unique and invaluable asset, providing the collective ability to create purpose and value on a higher level.

The result:

The Group’s 2023 conference in Sardinia was the ideal opportunity to bring Doyen’s historic culture to the fore and to claim their legitimate and unique role as the only market player with dedicated wholesalers capable of providing a 100 years’ worth of expertise and service in the field of spare parts to end-customers. The up-dated positioning was crystallized in a new corporate slogan and communication strategy that was also unveiled on this occasion.