Scaling a New Technology in Automotive: Insights on Customer Focus, Team Alignment, and Unconventional Growth With Varun Shah
Breaking through in the traditional automotive industry with innovative technology may seem extremely challenging. Nevertheless, it has been shown that a successful strategy revolves around putting the customer first, emphasizing education, and working together to create something new.
In this episode, Varun Shah, the co-founder of Eccentric, an omnichannel purchase platform powered by extended reality that focuses on the automotive sector, shares his experience in building an innovative technology company, building relationships through education and co-creation with customers, balancing the needs of manufacturers and dealers, taking risk, and more.
Quotes:
“Our initial focus was the car manufacturers, who believe that our tech could help them take their product experience to a whole new level. Once we embedded ourselves on the websites and some of their interventions, it was a part of their team that deals with dealerships that saw a logical progression of the tech, on to the dealerships as well.”
“The first process in the system that I built was taking inspiration from a lot of companies who have been there and done that, and not just the software and tech companies; this included vendors who supply ball bearings to automotive companies.”
“Our systems are designed to be extremely customer-focused, to educate them, and eventually, get them to feel the need that you need this. And so, beyond a point, it doesn’t feel that you’re selling to them, you’re just conversing with them.”
Takeaways:
When working with big industries like automotive, it’s crucial to establish trust. One effective way is by sharing knowledge and working together on ideas. This helps in creating a strong relationship based on understanding and collaboration.
In the automotive sector, it’s vital to consider the interests of both the big car manufacturers and the local dealers. Finding a balance ensures that the needs and goals of all parties involved are met, fostering a harmonious and successful partnership.
Keeping the customer at the center of operations is essential to growing any business. Understanding the different customer types and ensuring all teams are on the same page regarding providing a positive customer experience contributes significantly to overall growth.
Conclusion:
For entrepreneurs venturing into innovative technologies, the key takeaways emphasize customer focus, building trust through education and collaboration, and taking structured risks. Despite challenges in the large and traditional automotive sector, Shah’s success demonstrates that passion, persistence, and learning from customers can lead to global success. The shared lessons offer a roadmap for startups to navigate established industries, creating value and fostering mutual growth through collaboration. The advice is applicable beyond the automotive sector, providing strategic and practical guidance for entrepreneurs.
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