Ricardo Rodrigues: Driving Pricing Personalization as the Car Industry Evolves

Vauxhall Opel Global Pricing Operations and Strategy Manager
Ricardo Rodrigues argues that data is playing a key role as the
industry adapts to a generational change in demand for cars

The way people think about car ownership has changed, and data
and analytics is helping to create the products and pricing
strategies required to meet those changing customer needs.


In this episode of the Business of Data podcast, Vauxhall Opel
Global Pricing Operations and Strategy Manager Ricardo Rodrigues
outlines how data is driving customer-centric pricing strategies
tailored to this new era.


Agility in pricing is key, he says. This is particularly true for
younger generations, who increasingly prefer leasing vehicles and
using flexible carsharing services over buying cars outright.


“We are now developing several business analytics and BI tools to
help with pricing,” Rodrigues says. “Because, as the concept of
ownership has changed across the generations, so has pricing.”


He continues: “You need to think about daily and weekly rates and
how competitive other brands are, which means that we need a lot
of data – a lot of competitor data and a lot of customer data.”


For Rodrigues, access to customer data is at the core of creating
hyper-personalized products and experiences online. But he says
businesses must be transparent about its use if they are to
maintain the willingness of their customers to participate.


“As long as we are transparent, and we are, and the customer sees
the added value of that, I think they are willing to share the
data,” he says.


Rodrigues’ goal is to provide real-time insights based on the
most recent data and market trends available. But his ability to
do that relies solid data governance.


“Spend some time on your data governance and make sure that you
get the right data for your business needs,” he recommends. “If
you achieve that, I would say that 70% or more of your work is
done.”


“You can have the best tools in the world,” he concludes. “But if
the data is not aligned to your needs then those tools cannot do
miracles.”
Key takeaways


Customers expect products that meet their
needs. Data and analytics are helping manufacturers
adapt to rapidly changing customer demands


Preserving access to customer data is key.
Businesses must use data responsibly to maintain the trust of
their customers


Invest in strong data fundamentals. A focus on
sound data governance will help to ensure that data initiatives
provide accurate insights