Centralized pricing system: Unified platform for visibility and control.
BORG Automotive Group Turbocharges Growth with Conga Price Management
85% time savings: Reduced price updates from 45 to 10 minutes.
Scalable growth: Onboarded 17 price lists in 3 months.
Rules-based pricing: Automated workflows minimize errors and delays.
Future-ready strategy: AI integration planned for long-term growth.
BORG Automotive Group, Europe’s largest independent remanufacturer of automotive spare parts, is a leader in the industry with a mission to drive growth and deliver exceptional customer value. Headquartered in Denmark, the company manages over two million units across various brands from its production facilities in England, Poland, Tunisia, and Spain. With warehouses located throughout Europe, BORG Automotive Group operates at a scale that requires precision, agility, and innovation—qualities which are becoming increasingly important in pricing as well, as complexity constantly rising.
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.
18M prices for over 16K SKUs are managed with Conga
85% time savings to make price changes at scale
3 months 17 of 150 price lists onboarded within the first 3 months
- Products Used: Smart Price Optimization & Management
- Industry: Automotive
- Revenue: €231M
- Location: Silkeborg, Denmark
Due to the growing nature of our business and the demand for faster response to business needs, the manual approach to pricing was no longer working. It’s simply not viable. We wanted to use the best technology to evolve our pricing and effectively manage our business, now and into the future.
A Reactive Pricing Approach Hindered Growth
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.
We have quite an ambitious growth plan. Due to the growing nature of our business and the demand for faster response to business needs, the manual approach to pricing was no longer working. It’s simply not viable. We wanted to use the best technology to evolve our pricing and effectively manage our business, now and into the future.
To become more strategic in their pricing operations, they needed a technology company with experience to:
- Significantly reduce price cycles to capture margin opportunities in the moment
- Centralize pricing on a platform that enables pricing governance and ensures data integrations
- Gain analytic insight into profitability and price leaks
- Conduct price strategy simulations and comparisons of different scenarios
- Automate price calculations and approvals to accelerate pricing workflows
The Conga Partnership
After a comprehensive evaluation of major vendors, BORG Automotive Group chose Conga for its advanced pricing capabilities, innovative technology, and proven expertise across industries. The decision was driven by Conga’ ability to address BORG’s specific challenges and its collaborative approach to solving complex pricing challenges.
We had a great relationship with Conga, and they demonstrated how their technology could help us reclaim time, improve efficiency, and support our long-term strategy
What set Conga apart was its visualization and workflow capabilities, which outshone the competition. Despite BORG’s familiarity with Tableau and a competitor’s integrated analytics tool, the superior insights and functionality offered by Conga made the choice clear.
Additionally, BORG collaborated with ArticulateIT, a trusted systems integrator to Conga, to ensure seamless implementation and ongoing support. ArticulateIT has played a vital role in troubleshooting, implementing best practices, and aligning the platform’s development with BORG’s evolving needs.
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.
Conga will be the heart of our new price management function.
Transformative Results with Conga Price Management
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.
Efficiency Gains in Action
Pricing Strategy
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.
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.
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.
Now we can select a scope of prices to increase, use standard functionality to mass calculate the changes, set the activation date, and we’re done. This agility is a game changer.
Onboarding Conga Internally and Externally
To date, BORG has onboarded 17 of 150 price lists and is continuing to test and refine processes while working closely with the sales team to ensure they understand the new pricing strategies. A gradual integration approach is being taken to optimize operations. Additionally, BORG has successfully pushed price adjustments through Conga for a few customers, demonstrating a smoother process compared to the previous method using their ERP system. Further customer and division integrations are planned.
Growing the Pricing Team
BORG’s commitment to expanding their pricing expertise is evident in their recent hire of a new pricing manager dedicated specifically to their German business unit. This role will focus on further implementing Conga solutions within this division, ensuring continued alignment with strategic goals.
Poised for Long-Term Growth
BORG Automotive Group plans to further enhance its pricing capabilities with Conga’ AI-powered solutions in the future.
Being able to ‘flip the AI switch’ when we’re ready is a key reason we chose Conga. It’s a major part of our long-term strategy, and Conga is the partner helping us achieve it.
With a unified pricing platform and a clear vision for the future, BORG Automotive Group is well-positioned to scale operations, drive growth, and stay competitive in a rapidly evolving market.
Frequently Asked Questions
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What challenges did BORG Automotive face before Conga?
BORG struggled with manual pricing processes, limited visibility, and inefficiencies in managing 18 million prices across 16,000 SKUs.
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How did Conga Price Management transform BORG’s operations?
Conga centralized pricing, automated workflows, and reduced price update times by 85%, enabling faster and more accurate pricing decisions.
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What results has BORG achieved with Conga?
BORG onboarded 17 price lists in 3 months, improved pricing efficiency, and established a scalable system for future growth.
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How does rules-based pricing benefit BORG?
Rules-based pricing automates calculations and approvals, ensuring transparency, accuracy, and reduced human error.
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Why did BORG choose Conga over competitors?
Conga offered superior visualization, workflow capabilities, and a collaborative approach tailored to BORG’s needs.
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What role does AI play in BORG’s pricing strategy?
AI integration is part of BORG’s long-term plan to enhance pricing precision and scalability.
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How is BORG preparing for future growth with Conga?
BORG is expanding Conga usage across divisions, hiring specialized pricing managers, and aligning strategies for sustained growth.