BORG Automotive Group Turbocharges Growth with Conga Price Management

Challenge

With an ambitious strategy focused on both organic growth and mergers and acquisitions (M&A), BORG recognized the need for a scalable pricing solution to replace the existing systems they had begun to outgrow. This move was essential to achieving their growth goals and enhancing the customer experience.

For years, BORG Automotive Group effectively managed pricing through spreadsheets and their ERP system, a practice that served the company well in a less complex market environment. This approach, while common in the industry, enabled the sales team to maintain control over pricing decisions. However, as the business grew in scale and complexity, the limitations of this method became more apparent. Managing 18 million prices across 16,000 SKUs stored in various files, made it increasingly challenging to maintain visibility and control. The evolving demands highlighted the need for more advanced tools and processes to ensure timely updates, accurate pricing, and sustained profitability.

The manual nature of these pricing processes made it difficult to respond quickly to market changes. Simple price adjustments often took weeks to implement, which ran the risk of becoming obsolete by the time they were applied. Regular meetings involving heads of sales, country managers, product managers, and the pricing team consumed significant time and resources, while the absence of centralized oversight invited the risk of human error.

To overcome these challenges and achieve their growth objectives, BORG established a centralized Group Pricing team. Their top priority was identifying a technology partner capable of delivering a scalable and efficient pricing solution to streamline processes and support BORG’s long-term growth objectives.

Solution

Conga worked closely with BORG Automotive Group to help them carefully plan their pricing transformation, including how to build an effective pricing organization with today’s best practices.

The rollout of the Conga Platform began in 2024, with plans to expand its use across divisions. The vision is for Conga to be the main system for pricing across all the BORG Automotive Group companies. 

"Before Conga, price updates required extracting data, reformatting, creating calculation files, and manually validating the updates. Changes that occurred between file creation and activation often went unaccounted for unless handled manually. This process took approximately 45 minutes for a single update," Larson explained. 

With Conga, the same process now takes just 5–10 minutes – an 85% time savings. The system’s automation capabilities allow the team to configure, calculate, and activate updates quickly and accurately.

Results

BORG has already seen significant improvements in their pricing operations, including:

• Centralized Pricing: A unified system provides complete visibility into pricing strategy, cost, and margin, enabling a shift from reactive to strategic pricing.
• Harmonized Pricing Across Channels: With a self-defined pricing hierarchy established during the implementation phase, BORG can “freeze” current pricing and efficiently mass update or harmonize as needed.
• Rules-Based Pricing: The team can now set pricing rules at a strategic level to execute, recalculate, and activate fast, providing them with transparency in their pricing, as well as minimizing human error.
• Streamlined Workflows: Automated processes have reduced the time required for price updates from 45 minutes to under 10, ensuring rapid and accurate implementation.
• Seamless Integration: The platform connects multiple databases, including Microsoft Dynamics ERP, for real-time updates and data accuracy.
• Scalability: Within just three months of using Conga, BORG Automotive Group onboarded 17 of 150 price lists, with further customer and division integrations planned.

One of the most notable efficiency improvements has been in executing price adjustments. Under the old ERP-based system, the process was labor-intensive and time-consuming, involving multiple manual steps.