BORG Automotive Group Turbocharges Growth with Conga Price Management

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.

• Products Used: Smart Price Optimization & Management
• Industry: Automotive
• Revenue: €231M
• Location: Silkeborg, Denmark

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.

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.

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.

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.

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.

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.

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.