More Than Selling Cars: Helping Customers Find the Right Car

At Autociel, selling a car is not simply about making a sale. It is about understanding the customer, providing objective advice, and finding the solution that genuinely fits their needs.

Jérôme Chessex
CEO of Autociel SA, La Conversion VD

After gaining his first professional experience in the hospitality industry and driven by a passion for cars, Jérôme joined Autociel in 2010. Having worked across all areas of the business, he has now been leading the company as CEO for over four years.

A Different Approach to Selling Cars

“Our mission at Autociel is not just about selling a car. It is about understanding the customer’s needs, answering their questions honestly, and helping them feel confident about one of the biggest purchases they may make.

Our main strengths are that we are independent — we do not work for a specific brand —, we provide a deeply personalised service, and we offer a high level of flexibility. We can adapt our services to our customers’ needs in a way that is difficult to achieve elsewhere.

Our salespeople regularly meet customers who know they need a car but are not always sure which vehicle is right for them. This is particularly true for customers arriving from another country, where driving habits, regulations and expectations can be different.

Some are looking for a reliable family car. Others want something economical for their daily commute. And some customers are searching for a specific model they have always dreamed of.

Our approach starts with listening.”

Understanding the Customer Before Recommending a Car

“Rather than immediately showing customers the most expensive or newest vehicles, we take the time to understand how they intend to use the car over the long term.

We ask practical questions. How much do they drive? Where do they drive? What are their priorities? What does their everyday life in Switzerland look like?

These conversations often reveal that the customer’s first choice may not necessarily be the best choice for Swiss roads or for their actual needs.

That is where our experience becomes valuable.

We are not there simply to show a customer what is available. We are there to help them understand what makes sense for them.”

Helping Customers Make an Informed Decision

“Customers can easily become overwhelmed when comparing different makes, models, engines, equipment levels and prices.

Our role is therefore not just to present options, but to simplify the decision and guide the customer towards the right choice.

We explain the advantages and limitations of each suitable vehicle in straightforward terms. And if a particular car does not make sense for the customer’s requirements, we are willing to say so.

That honest approach helps build trust.

Instead of thinking, ‘How can I sell this car?’, the focus becomes, ‘Which car will actually work for this customer?’

The same approach applies when it comes to financing the vehicle. We look at the customer’s situation and determine which solution makes the most sense for their life in Switzerland.

It is about finding the right overall solution, not simply selling a vehicle.”

Supporting Customers Beyond the Sale

“The customer relationship does not necessarily end when the paperwork is signed.

At Autociel, customers can also benefit from the wider expertise and services available around their vehicle. Whether they have questions about their car, need assistance with servicing, or want guidance after their purchase, having a knowledgeable team available provides additional reassurance.

For customers who are new to Switzerland or unfamiliar with local driving rules and requirements, this support can be particularly valuable.

Understanding how things work in a new country can sometimes be challenging. Simple guidance about the vehicle, driving practices and practical aspects of ownership can make that transition much easier.

For us, this is an important part of the customer experience.”

Building Relationships, Not Just Transactions

“We understand that a satisfied customer is more valuable than a single transaction. In many ways, that is where everything starts.

A customer who feels listened to, receives honest advice and drives away in a vehicle that genuinely suits their needs is more likely to return to Autociel in the future — and to recommend us to friends, colleagues or family.

This is why the experience and knowledge of our salespeople matter.

They are not simply selling cars. They are helping customers make decisions that can affect their everyday lives for years to come.”

More Than a Car Sale

At Autociel, the goal is not simply to sell a car. It is to help customers choose the right car with confidence.

From the first conversation to the day of home delivery — and beyond — the best customer experience comes from combining professional expertise and objective advice with genuine attention to what each customer needs.

Whether you are buying your first car in Switzerland, changing your vehicle, looking for a specific model or simply unsure about which solution is right for you, our team is here to make the process easier.

Get in touch today and let’s make things simple. Here’s how it works.