Greece

In the highly competitive Greek automobile market, one company is achieving its goals through uncompromising belief in the value of its brand.

The Greek automobile market is one of the world's most competitive, involving every major global player. Not all, however, have adopted the same strategy for success. Lion Hellas, the country's exclusive distributor of Peugeot cars and scooters, as well as Kawasaki motorcycles, has chosen to put its respect for the customer and for the brand first at all times.

The strategy has certainly paid off in recent years, as Lion Hellas quickly climbed the sales rankings into the number two spot in 2001. Fifteen years after it began operating in 1987 with a market share of 0.6 percent, the company now accounts for 8.2 percent of the Greek passenger car market, selling over 22,000 cars annually. This success has come at the cost of important investment to streamline the organization and network of over 80 dealerships offered to the customer. Two large service centers have been opened in Athens and Thessalonica, which gather warehouses, body shop, paint shop, pre-delivery inspection and other facilities under one roof.
Nikos Milios, managing director of Lion Hellas

It is Lion Hellas's brand strategy which has made the difference. The glamorous models that have emerged lately from Peugeot's design centers have been very well received by the Greek public, and the French brand today has tremendous appeal. Lion Hellas has been careful not to undermine this image and has stayed away from the savage price cuts and promotional traditionally offered in Greece. Instead, it prefers to deliver added service and value to its customers -- such as extended warrantees, a commitment to quality and impeccable service in spare parts.

Lion Hellas refuses to rest on its laurels. "We must remain humble and continue to work to deliver even better services to the customer," says managing director Nikos Milios.

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