VW: Huh or Hey?

October 2018 | By | Reply More


heycar is aiming to do things differently. This is the message behind the new ad for Volkswagen’s used car portal currently appearing on TV and, of course, on YouTube too. A voice asks: “Hey, do you prefer browsing for used cars like this?” A picture of a man with a magnifying glass appears. “Or like this?” We see a young man on a sofa with a laptop, looking relieved and excited as he tests out the simple heycar website. Then cars from a few different brands appear. “Good-as-new cars – and hey, they’re all still under warranty.” Quick and clear. It’s hey, hey, heycar.


And anyway: heycar has to do things differently. With a volume of EUR 80 billion per year, the used vehicle market is very tough. At the moment, the world of online portals in Germany is dominated by two big names that are unavoidable for both sellers and buyers: mobile.de and autoscout24.de. Anyone looking to get rid of their old car currently has to list it on one of these two sites or, ideally, on both of them. And any customer looking for a wide range of used cars to choose from will find it on one of these two portals. Around 90 percent of all sales that take place via online portals go through these two industry giants. Competitors have to think outside of the box if they want to attract sellers and buyers on this market.


heycar is different – so says Markus Kröger, CEO of the used vehicle portal. Different for buyers, different for sellers, different for car manufacturers. That’s three things at once – is that even possible? “Of course it’s possible!” says Markus Kröger. “Our approach is completely different to most of our competitors.” It starts with the business model: heycar isn’t a listing site, it’s a brokering site. “We don’t make any money when a seller lists their cars on our platform,” says Kröger. “We make money when a seller signs a sales agreement with a buyer who has found the car on our platform.” This is how heycar earns commission. “We therefore have a real interest in making sure that cars are sold.” heycar sees itself as a broker who brings together sellers and buyers – and then politely finds out whether they hit it off and whether they agreed on a sale.


Category: derFix Business, Press

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