carsales push into the Spanish speaking Latin America countries of Mexico and Chile enables it to get achieve economies of scale in technology and other areas of its business.
The push has been on to deliver our web site platform and dealer applications that are successful in Australia, through Latin America with the specific goal of being able to “Spanishise” (probably a stretch to give it a word) the platform and get multiple uses from it, thus achieving economies of scale.
We have learnt, however, that achieving economies of scale can sometimes be a false economy if not done with a complete appreciation of all the factors in the new geographical location you are entering. Just picking something up and dropping it in another country will not necessarily work.
carsales and Webmotors.com.br were keen to give Webmotors the “carsales feel” so in addition to adding the Ryvuss search engine, the three main pages being the Home page, Search Results page and Vehicle Details page were all redesigned using the carsales template.
When the development was complete we were all very excited to launch the new site but it didn’t take us long to realise that we had misjudged the Brazilian users. There were a few things they had on the old Webmotors site that they felt were super important in buying a car and were not backwards in coming forwards to tell us about it.
Quite a few subtle changes were required to meet the expectations of the local users. This was our first lesson that picking up exactly what works in one country will necessarily be the optimum solution in another country.
What about regions within a country? Webmotors made two acquisitions of leading regional automotive web sites shortly after we invested in the business. The first was Meurcarango.com.br which was the number 1 player in the North East of Brazil. The second was Compreauto.com.br which was the number 1 player in the Sao Paulo country side.
The plan was a simple one – let’s get some quick wins by using the Webmotors platform to drive each of the new websites. Each website would take on the same look and feel (with it’s own colours and logos) and same features. This would enable us to achieve economies of scale in maintaining one Brazilian wide platform down the track.
In both Meurcarango and Compreauto we quickly realized that the response from the user base within each region was similar to what we experienced with the Webmotors site.
So while we won’t get economies of scale by simply putting a Spanish version of what we have in Australia, we will get enormous benefits through economies of scale across the platform driving the websites and the dealer applications. An example of where we are already achieving this is with our Ryvuss search engine which is already in use by Webmotors and Encar.com in South Korea.
Our dealer applications like Autogate is where we will see great benefits through “Spanishisation” as they are not as open to user nuances by country or region as a consumer facing website is. This is where we expect to get even bigger benefits from working on the one global platform.
All in all carsales is in a great position of leveraging from proven IP and a technology base that can move the needle in these countries. I can’t wait to see Soloautos.mx and Chileautos.cl benefiting from this.