8 locations, 13 Google profiles: How Nieuwendijk keeps multi-brand review management under control with AI

Nieuwendijk is a well-known dealership group in the Greater Amsterdam and Haarlemmermeer region. The group has 8 physical locations, but its online presence is more complex than that number suggests. Because Renault and Dacia are deliberately kept separate in their digital identity, most locations have two separate Google Business Profiles, one per brand. 

This brings the total number of profiles for which Annemieke Ekkerman, the group's marketing manager, is responsible to 13. Each profile has its own review stream, brand requirements, and importer KPIs. On paper, 8 locations and 13 profiles sound manageable. In practice, maintaining them daily, consistently, and flawlessly by hand was a completely different story.

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The daily process of responding to reviews began with opening account  number one, checking for new reviews, writing a response in the correct tone for that specific brand, publishing, logging out, opening account number two, and repeating that for all 13 accounts. Just the switching alone took about 30 minutes per day, not because of the complexity of writing, but due to the sheer friction of navigating between so many separate accounts. 

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On busier days, it took longer. The risk of errors increased with each switch. Dacia and Renault do not communicate in the same way. Dacia's tone is direct and accessible. Renault's is more refined and focused on perceived value. Posting a Dacia-like response on a Renault profile, or addressing a Renault customer too informally, was an easy mistake to make when quickly going through 13 accounts. 

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Both Renault and Dacia monitor response time and response rate at the importer level. The consequences of consistently missing those targets are tangible: annual dealer evaluations are directly affected, and those evaluations impact the terms of the dealer relationship with the importer.

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Annemieke had a specific concern before starting with Repmanager. She wasn't sure that the AI would keep the Renault and Dacia voices distinctly separate. The two brands share locations and sometimes customers, and the fear was that the system would blend the tones into something that felt like neither brand. If that were to happen, more editing would be needed to fix responses than the automation saved.

Once properly configured, that concern proved unfounded. Repmanager identifies which profile a review belongs to and applies the corresponding brand configuration before generating a response. A review on a Dacia Nieuwendijk profile receives a response in Dacia's direct, accessible tone. A review on a Renault Nieuwendijk profile receives a response that aligns with Renault's more refined communication style. 

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The two voices remain distinctly separate for each profile, without manual oversight. All 13 profiles are now visible in one central dashboard. Annemieke monitors everything from one place, without having to switch between individual accounts all day. Most standard positive reviews are handled automatically, freeing up the time previously spent switching and typing for campaign planning and broader marketing strategy.

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Before Repmanager, the team habitually processed Renault and Dacia reviews separately, but configuring the AI demanded a new level of clarity. To properly set up the system, Annemieke had to specify which particular topics and service types were most common for each brand, and how those topics should influence the tone of a response. 

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Developing that configuration brought to light something that had been present in the data all along: Dacia customers wrote much more frequently about value and practical service, while Renault customers more often wrote about the sales experience and model-specific features. That distinction made sense in retrospect but had never been explicitly stated. Nieuwendijk now also applies that insight more broadly to how each brand is positioned in their marketing communications.

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Nieuwendijk saves about 2.5 hours of manual work per week. Both Renault and Dacia importer KPIs for response rate and response time are consistently met across all 13 profiles, without daily manual intervention from the marketing team. Brand separation is maintained for every response, and Annemieke's focus is now on marketing strategy instead of switching accounts and writing responses.