SAG and bbv – Partnership without borders

As is often the case with successful partnerships, the beginnings of the Swiss Automotive Group (SAG) and bbv are characterised by a clear vision and the right amount of determination. In 2016, the automotive spare parts wholesaler was looking for a partner to build a high-performance e-commerce platform that would not only meet the specific requirements of the automotive spare parts trade, but would also be flexible enough to grow over the years. Instead of dwelling on the theoretical aspects for too long, bbv took a pragmatic approach early on: ‘We suggested developing a proof of concept of the solution in a number of test sprints at our site in Ho Chi Minh City’, explains Duong Luu, Managing Director of bbv Vietnam. ‘This allowed SAG to get an impression of us without making a direct commitment to a long-term collaboration.’

‘International cooperation enables us to draw on the best resources at all times without having to restrict ourselves locally.’

Martin Sager, Group CIO of SAG

On an equal footing

Almost 10,000 kilometres away, a 6-hour time difference and cultural diversity: As a Swiss company, carrying out a project of this scale in Vietnam might initially seem rather daunting to outsiders. Nevertheless, SAG dared to take this step. Simon Kendall, Product Owner E-Commerce at SAG, recalls: ‘bbv treated us as equals from the outset. The experts listened to us attentively and asked the right questions. We immediately had the feeling that we had found a partner here who really wanted to understand the project.’ And the work in the shoring model? ‘That was fine’, he replies nonchalantly. This is hardly surprising: With a dealer network spanning large parts of Europe, SAG has long been accustomed to working internationally.

A passion for collaboration

In the early phases of the project, the Vietnamese team focussed heavily on technical development and the basic architecture. Scrum masters, technical architects, UX designers and the development team laid the foundations for the e-commerce platform. Greece was added as a further development location with responsibility for the middleware. SAG employed a shoring team here, which ultimately gave rise to the establishment of bbv Greece. This development still characterises the cooperation between bbv and SAG today. Take the end-user tests, for example, which are traditionally carried out in Greece: ‘Because of its previous history, the Greek team identifies very strongly with SAG’, says Risto Kyburz, who was Managing Director of bbv Greece at the time. ‘It’s impressive to see how the Greek team is committed to supporting and driving forward each new release.’

‘When the employees asked if they could put SAG stickers on their laptops, I realised how much my team identified with the project.’

Duong Luu, MD bbv Vietnam

In addition to establishing bbv Greece as a separate shoring location, the collaboration with SAG also led to an increase in staff numbers in Vietnam – with recruitment precisely tailored to the project. Today, the team in Ho Chi Minh City consists of around 20 developers – who are no less passionate than their Greek colleagues: ‘When our employees asked if they could put SAG stickers on their laptops, I realised how much my team identified with the project and the Swiss Automotive Group’, says Luu with a smile.

A key success factor for SAG’s web shop is its modularity and adaptability. In recent years, the platform has not only been technologically upgraded, but also rolled out in other countries. Today, the solution is available in six of SAG’s European markets, with more set to follow. This expansion faces special challenges, as each country has its own regulatory requirements and market needs. However, the platform is designed for scalability – a central concern of SAG, which bbv has implemented skilfully and imaginatively. The middleware makes it possible to integrate different ERP systems as well as external suppliers and logistics partners into the platform without having to sacrifice flexibility. The high-performance solution has established itself as the backbone of SAG’s online business and enables an annual transaction volume in the billions.

Thanks to the shoring model, the Swiss Automotive Group still has access to a global pool of specialists who work round the clock on innovative solutions for the e-commerce platform. ‘International collaboration with teams in Vietnam, Greece and Switzerland brings enormous benefits’, emphasises Martin Sager, Group CIO of SAG. ‘It means we can rely on the best resources at all times without having to restrict ourselves locally.’ For SAG, this not only ensures efficiency, but also a team spirit that transcends borders and drives our shared vision forward.

More than just a service provider

With a view to the coming years, SAG and bbv are determined to further optimise the web shop and add new, innovative functions. At a time when the requirements in online retail are constantly growing, the platform offers the flexibility to react quickly and efficiently to new challenges. With this long-term vision, SAG has opted for a solution that adapts to the complex needs of the automotive spare parts industry and optimally supports the company’s international trade relations.

Today, the two companies can look back on almost ten years of partnership, which is a perfect example of how employees in different locations can grow together with a shared vision. The employees in Greece, Vietnam and Switzerland work hand in hand to realise the vision of an efficient and future-proof e-commerce platform. The subsidiary SAG Digital, which was set up specifically for this purpose, also contributes to this today. One thing is certain: Over the years, the relationship between SAG and bbv has grown deeper and stronger than any normal service contract could ever have achieved. Martin Sager is well aware of this: ‘Our collaboration with bbv is not just based on contracts, but on trust and a strong personal connection. For us, that’s the glue that holds everything together.’