Automotive Salesforce 10 countries Europe

How Stellantis runs Salesforce adoption across 10 European countries with 20 local correspondents.

One of the largest carmakers in the world (Peugeot, Citroën, Opel, Fiat...) runs its Salesforce CRM across 10 European countries and 8 languages. Lemon Learning structures the rollout with around twenty local correspondents and pushes business-critical messages to the right sellers in real time.

Stellantis x Lemon Learning ► Interview
 
Stellantis · Salesforce CRM testimonial
 
10
European countries covered
8
languages maintained in parallel
20
local correspondents in the loop
80%
of CRM usage is business pushes
The challenge

Roll out Salesforce across 10 European countries, with no classroom training to lean on.

Stellantis, born in 2021 from the PSA and Fiat Chrysler merger, deployed Salesforce in 2017 across the dealership networks of Peugeot, Citroën, Opel, Fiat... The footprint: 10 European countries, 8 languages, tens of thousands of users.

The original rollout leaned on classroom training (a full day per seller). Covid stopped it, and in-person training never came back. Mandatory e-learnings underperformed: a seller has to walk over to a customer the moment they enter the showroom. Learning is interrupted by definition.

Stellantis needed a layer that meets users inside Salesforce, at the workstation, doing two jobs at once: onboard new joiners and broadcast business-critical messages in real time.

« We launched Salesforce in 2017, but we realised something was missing in how we were supporting users on the showroom floor. »

Jean-Guy Lejay Project Management, Stellantis
The solution

A federated rollout across 10 countries, with 80% of usage going to real-time business pushes.

Lemon Learning came in after a focused POC in France and Spain, which gave the Stellantis procurement team the volume signal it needed to scale. The rollout then opened up to 10 European countries. The operating model: a central team authors guides in English, with one or two local correspondents per country who adapt and translate to local context. Around twenty correspondents in total, run by one dedicated full-time owner via collective sessions and country-specific check-ins.

Today, 80% of Lemon Learning usage on the CRM goes to business pushes: real-time operational alerts (a delivery issue on a given model in a given country, a new pricing condition, a watch-out on orders) surfaced to the right sellers, on the right screen, on the day it matters. Guides handle onboarding for new joiners on the showroom floor. And a meaningful differentiator: Lemon Learning follows the user when they switch from Salesforce into connected financial applications, which Salesforce does not do out of the box.

 

Real-time business pushes

Operational alerts surfaced inside Salesforce the moment something happens in the business: a delivery issue, a new pricing condition, a watch-out on an order. 80% of CRM Lemon usage sits here.
 

Onboarding guides for new sellers

Stellantis’s Salesforce instance is heavily customised, with business processes that need walking through. Discovery-focused step-by-step guides onboard new joiners on the showroom floor, with maintenance cost kept down.
 

Tooltips on what just changed

Sat directly on product updates, new Salesforce fields, and critical watch-outs. Lighter than a guide and more targeted: a short hint where the user already has their cursor.

 

Tracking across connected apps

A real differentiator: Lemon Learning stays with the user when they jump from Salesforce into Stellantis’s connected financial applications. Salesforce does not do that natively.

« What Lemon Learning brings us is the ability to follow the user inside Salesforce, and also when they switch over to a connected financial application. »

Jean-Guy Lejay Project Management, Stellantis
The results

A federated model that holds, and a daily business comms channel that works.

10
European countries live in 8 languages
20
correspondents run by 1 FTE
80%
of CRM usage is real-time business pushes

« Our daily battle is translation and adapting to each country. With around twenty correspondents run by one dedicated full-time owner, we keep central coherence. »

Jean-Guy Lejay Project Management, Stellantis

« The moment a delivery issue hits the C5 Aircross in Spain, a pop-up shows up on the screens of the sellers concerned. We push that kind of business message almost every day. »

Jean-Guy Lejay Project Management, Stellantis

« There’s an education job to do. We told managers that operational info now travels through this channel. Bit by bit, users learn to take the pushes seriously. These aren’t intrusive pop-ups, this is useful info. »

Jean-Guy Lejay Project Management, Stellantis

Like Stellantis, structure your multi-country Salesforce rollout.

Book a personalised demo and see how Lemon Learning supports sales teams on Salesforce, across multiple languages and multiple countries, with a governance model that holds over the long run.

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