EuroTaller, the EUROGARAGE network in Spain promoted by GROUPAUTO Unión Ibérica (GAUIb), has achieved more than 18% growth in spare parts sales to its member workshops following the implementation of the Share of Wallet (SoW) Project, well above the national market growth of under 5%.
The project is part of EuroTaller’s broader mission to increase loyalty to strategic GAUIb suppliers. Historically, workshop purchasing targets were either undefined or applied uniformly across the network, regardless of a workshop’s size, capacity, or potential. The SoW Project introduces a personalized approach, with objectives tailored to each garage’s purchasing potential.
Analyses of a representative sample of workshops showed that each has a minimum spare parts purchasing potential of €40,000 per productive employee in IAM electromechanical parts. Yet, the average purchase volume across the network was only around 50% of this potential. In Spain, workshops typically buy from three or more distributors; achieving 50% of their purchases already identifies a distributor as their main supplier. GAUIb aims to go further, targeting an 80% share of wallet over a multi-year plan.
Under the SoW methodology, annual targets are calculated based on the number of productive employees and the corporate business brought in through the network, then refined collaboratively with each distributor. To avoid pressure on distributor sales teams, EuroTaller’s central team assumes responsibility for monitoring performance and supporting workshops in achieving their targets.
Workshops receive training and guidance on how their purchasing decisions support the network’s services. EuroTaller’s financing model, largely funded by suppliers’ volumes, is explained to members, showing that increased engagement benefits both the workshops and the network itself.
Progress is tracked digitally through GNM, EuroTaller’s network management platform. Engagement with network services is measured via a traffic-light system, while monthly purchasing volumes are updated by distributors. Both workshops and headquarters maintain full visibility of performance, while area managers monitor progress monthly. Where targets are not met, constructive follow-ups, including calls, letters, or visits, identify opportunities to improve purchasing and loyalty.
Álvaro León, Director of EuroTaller, explains:
"The key to the project is ensuring that members clearly understand and value the return provided by the network’s services and the competitive advantages these services generate. Workshops that see this value naturally increase their purchases from GAUIb suppliers, who make these services possible. Having a field team to educate, guide, and follow up ensures that both workshops and distributors feel supported. The increase in purchases follows naturally from these actions."
Since its launch, the Share of Wallet Project has proven that tailored targets, transparent monitoring, and close support can significantly increase purchasing volumes while strengthening workshop loyalty. By focusing on each garage’s potential and creating a structured, collaborative approach, EuroTaller and GAUIb are setting a new benchmark in network-driven business development in the Spanish aftermarket.
