Multi-brand management: How Hans Jongerius efficiently manages 5 car brands

Hans Jongerius is a well-known dealership group in the Utrecht and South Holland regions, with branches in Woerden, Gouda, and IJsselstein. For years, their portfolio was built around trusted brand names. Then came Omoda and Jaecoo: two newcomers without a regional reputation and without an existing foundation of customer trust to build upon. 

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Robin Jongerius, who leads the company, understood what that meant in practice. In addition to the established brands, the group now had to build credibility for Omoda and Jaecoo from scratch, review by review, in a regional market where the Hans Jongerius name carried weight, but Omoda and Jaecoo did not yet. The total portfolio grew to five brands across three locations, each with different communication requirements, different customer profiles, and a growing stream of reviews that all needed to be processed quickly and accurately.

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Imagine a Wednesday afternoon at the Woerden branch. The service team has been busy, and four new reviews have come in for three different brands: one for Renault, one for Dacia, and two for Omoda. Each review requires a response that fits the brand, refers to the correct location, and matches the tone expected by the importer. 

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For Renault and Dacia, this is familiar territory. For Omoda, there's an added layer of urgency: the brand is still building its first year in the region, and every response is also public proof that Hans Jongerius takes the new brand seriously. Multiply that across three locations and five brands over a week, and the daily time investment of about 30 minutes becomes a discipline requiring constant attention. If something else demanded Robin's attention and reviews were left unaddressed for a day or two, the consequences for Omoda were disproportionate. 

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Renault can absorb a delayed response. A brand building its first year of regional credibility cannot. Omoda and Jaecoo also come with specific importer KPIs for the launch period. During the introduction of a new brand, the importer closely monitors dealer responsiveness, as online presence is a direct indicator of the dealer's commitment to the launch. A dealer who consistently neglects reviews during the launch year signals to the importer that the brand is not being prioritized, which impacts the support and terms the dealer subsequently receives.

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Robin's concern before starting with Repmanager was about local relevance. The identity of Hans Jongerius is genuinely connected to the three specific communities the group serves. A response that sounded like it was written for an anonymous dealership somewhere in the Netherlands would feel strange to local customers and wouldn't reflect how the group actually operates. Robin needed to know that the AI truly remained anchored in Woerden, Gouda, and IJsselstein specifically, rather than producing responses that could have come from anywhere.

From the outset, Repmanager was configured with the local context of all three branches baked in. Responses mention Woerden, Gouda, and IJsselstein by name and feel as if they come from people genuinely connected to those places. Brand context awareness ensures that the system recognizes which brand a review is intended for and responds appropriately. 

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An Omoda review receives a response that reflects Omoda's positioning and the energy of a brand introducing itself to a new market. A Renault review receives something that aligns with Renault's established communication style. All five brands receive the same level of response consistency and speed, regardless of how long they have been part of the portfolio.

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A few months after implementing Repmanager, Robin noticed a pattern in the early Omoda reviews that he hadn't been able to observe before. Several customers from the Woerden area mentioned the same thing: they had originally come in to look at a Renault, but ended up buying an Omoda after seeing it in the showroom. 

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That cluster of reviews pointed to something concrete about how customers in that region were discovering the brand, and Robin used that insight to adjust how the team in Woerden talked about Omoda during showroom visits. The review stream had become a real source of market information, not just a queue to be cleared.

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Hans Jongerius saves about 30 minutes of manual work daily, and that time is redirected to the showroom and the service and sales work where he directly creates value. All five brands across all three locations receive consistent, fast, and locally anchored responses. For Omoda and Jaecoo, the response discipline provided by Repmanager supports the credibility-building efforts required during the launch period and meets the associated importer expectations. Hans Jongerius' regional identity is strengthened in every response, rather than diluted by generic language.