How Volvo UK became the first major car brand to go fully direct-to-consumer overnight
Shifting a global brand’s entire sales model in a single day takes courage in your convictions, and meticulous planning. Volvo Cars UK made history when it switched off wholesale sales and launched a fully direct-to-consumer (DTC) platform overnight. We led this transformation, creating alignment across retailers, regulators, and internal teams. This project delivered an industry-first milestone without disruption.
Outcomes
24h
to launch the UK’s first fully DTC automotive platform
Top 10
sales performance in March 2025 for Volvo’s XC40
£1.7bn
UK revenue in 2023, up from £1.4 in 2022
People before process
Changing every sales process, system, and relationship overnight was a high-stakes challenge. Retailers, staff, and stakeholders understandably had concerns. A single misstep could have meant loss of sales, trust, or brand reputation.
Our mission was to create absolute clarity and confidence across every group. We had to deliver flawless execution while ensuring every person involved felt informed, supported, and proud of the change.
What we did differently
Focused on the execution of the end 2 end digital customer journey, we developed a comprehensive operational readiness strategy that balanced precision with adaptability. We built a dynamic communication framework to keep every stakeholder informed and engaged. We Introduced rigorous gatekeeping and validation processes across digital, commercial, and regulatory deliverables. We identified risks early, with clear mitigation strategies. And we designed contingency plans to handle regulatory delays without losing momentum. This structure gave every stakeholder, from retailers to senior leaders, the confidence to act decisively on launch day.
Our Approach
- We built a dynamic communication framework
- Introduced rigorous gatekeeping and validation processes
- Designed contingency plans to handle regulatory delays
The difference it made
24h
hours to launch the UK’s first fully DTC automotive platform
top 10
sales performance in March 2025 for Volvo’s XC40
£1.7bn
UK revenue in 2023, up from £1.4 in 2022
In just 24 hours, Volvo Cars UK redefined its entire commercial model, moving from decades of wholesale processes to a modern, customer-first, direct-to-consumer approach. The cutover launched without disruption. In a recovering market, Volvo Cars UK reported higher revenue and profit in the change year, with its XC40 model remaining in the top-10 list of cars sold that month, with record months following. Multiple factors contributed, including product mix, supply, and fleet. However, it was the programme itself which put an operational foundation for pricing transparency, smoother journeys, and faster decisions in place.
This gutsy move set a new standard for the automotive industry. Customers immediately benefited from clearer pricing, flexible purchasing options, and simplified financing. Retailers transitioned smoothly, thanks to rigorous planning and transparent communication. And Volvo Cars emerged as a pioneer in Western Europe, proving that large-scale transformation can happen quickly and sustainably when organisations put their people at the centre of change.
What made us proud
The morning after launch, customers experienced a seamless transition, unaware of the scale of transformation happening behind the scenes. For us, the real success wasn’t just operational, it was cultural. We had helped Volvo Cars UK create a sea change within their organisation.
Our insight
Transformation at this scale is rarely about technology alone; it’s about trust, communication, and shared belief.
By planning meticulously and keeping people at the heart of every decision, Volvo Cars UK proved that industry-first change is possible without disruption.
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