In a short period, Beely has successfully created a new-age car service with a team of technology, data, and brand experts. Together with Crasman, Beely developed a functional digital ecosystem, with which it plans to expand next into Europe.

Throughout its three-year history, Beely has prominently emerged in the Finnish automotive market. With strong partners, it has successfully carved out its space in the market. 

From a business perspective, the start has also been robust. In 2021, during its second full financial year, revenue growth was marked as nearly tripling. How was this achieved?

Beely aimed to offer driving as a service

Beely's business model is based on a concept primarily featuring Uber-like platform business and selling driving as a service through partner dealerships.

The idea's originators are Timo Yli-Salomäki and Teemu Mäkitalo. In December 2018, Beely hired its first employee when Pertti Pigg came on board as CEO. 

– We wanted to offer customers a new way to manage daily driving and provide car dealer partners with a new way to sell services. Essentially, a new way to sell, a new way to buy. A monthly subscription service that is carefree and risk-free, says Pertti Pigg.

Models and examples sought from abroad built the confidence that Beely's business idea and model had a future in the Finnish market. 

– We wanted to embark on an ambitious, innovative project that develops the industry, says Pigg.

Beely is a successful combination of technology, data, and brand work

At the core of operations are strong partnerships where everyone looks in the same direction. Funding was arranged with the help of partners who believed in the idea. Brand dealership partners eagerly joined.

A functional concept and technical implementation alone are insufficient; a strong brand and notoriety are needed. Therefore, Sanoma's involvement was a significant step. Within six months, Beely rose to become the third most recognizable private leasing service in Finland, eventually reaching the top position.

– As a young growth company, we embarked on a very substantial investment. We wanted partners with at least the same ambition. We want to be a world-class player in Europe, and our partners must share the same mindset, says Pigg.

E-commerce matters: Four out of five sales are made online

With the rise of online car sales, traditional brick-and-mortar car dealership showrooms have gradually quieted, and 80% of Beely orders are also made through e-commerce.

For the customer, e-commerce is the tangible environment where the experience and purchase decision are produced. Therefore, the digital customer experience is crucial.

When it began to outgrow its first online store, plans were laid for crafting a new and even more ambitious digital ecosystem.

The new Beely online store came to life in early 2022.

Beely plans to grow into a world-class player in the future

The business model of offering driving as a service is also coming to owner-nations like Finland. Environmental considerations also advocate for the change.

Beely's focus is also directed abroad, where the service model in car sales is more prevalent.  Hence, Beely's digital ecosystem had to be constructed to allow it to scale and evolve according to the objectives beyond Finland's borders. 

The path to Europe has already been paved, and the horizons in online business are set high.

Pigg says that digital channels in delivering and producing value are both present and future. 

– Beely is on the journey to becoming a world-class player. We needed a partner to build our digital ecosystem who genuinely keeps pace with the times, looks forward, and moves in a modern way. E-commerce is the beating heart of Beely, and we seek partners with a similar attitude.

"Collaboration's attitude stems from thoughts, and action comes through the attitude"

Beely's new online store is executed in a way that permits future growth beyond national borders. The open-source-based publishing system operates on Google's cloud. From an intellectual property perspective, this is quite significant. 

Pertti Pigg says the success was rooted in a joint lens through which goals and actions were viewed.

– E-commerce delivers business value. Understanding what is done and challenging old perspectives is important, as we do at Beely every day. This was a significant and meaningful investment for us, our goals are high, and we had the impression that Crasman could manage it.

According to Pigg, the attitude arises from thoughts, and action comes through the attitude. When the attitude and thought world align, and there is a shared vision of truly doing significant work, it empowers the action and outcome. 

– Practically, work always culminates in people. There was good and broad expertise from Crasman's side. From my perspective, the project went very well measured financially and schedule-wise.

The ongoing development of the site is a constant state

In Beely's project, the house has been erected, but development does not stop. In the future, work continues with, for instance, analytics development. The joint journey with Crasman and other partners continues. 

In collaboration, the doing is personified, so it’s essential to also monitor its success. It benefits everyone.

– While we maximise what has already been done, the next phase of development is underway. The world is such that you have to run to stay in place, and we want to run so fast that we move forward, says Pertti Pigg.

Read also:

There is something wrong with car sales, said Beely

Markets change, and Beely responded - quick reaction to data yields results

Want to hear more about our car sales solutions? Get in touch!

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