In this article we look at the potential risks for launching in a new market and how to protect your leads.
Emerging OEMs are expanding rapidly into Europe with ambitious sales targets. The products are competitive, the pricing is disruptive, and the strategy is clear: win market share fast.
But while product and pricing matter for emerging brands, success in a new market often comes down to something less obvious but even more critical: what happens to your leads once they hit the dealer network.
Protect Your Leads: The Challenge of Consistent Follow-Up
To establish coverage quickly, most new entrants partner with established retailers who already have showrooms, trained sales teams, and the right infrastructure in place. On the surface, this is the most efficient way to scale.
The risk, however, is what happens next. In a busy retail environment, enquiries don’t always receive the attention they should. That can mean leads being:
- Unanswered altogether, with the customer never being contacted
- Delayed, giving customers time to look elsewhere
- Handled inconsistently, leading to a poor first impression of your brand
When you’ve invested heavily in marketing and dealer recruitment, these risks are costly. Every lost lead is wasted spend - and a potential customer given to the competition.
Why Visibility Matters from Day One
The question for any new entrant isn’t just “Are we generating leads?” - it’s “Are those leads being followed up properly?”
Without visibility, it’s almost impossible to know:
- Are dealers contacting customers quickly?
- Are all enquiries being actioned, or are some slipping through the cracks?
- Are your leads being treated with the same urgency as rival brands inside the same dealership?
If you can’t answer these questions with certainty, you don’t have full control of your brand’s launch performance.
How TrackBack Helps
This is where TrackBack comes in. Our platform gives OEMs clear, measurable visibility into dealer follow-up, across every channel, allowing you to protect your leads and maximise every single one.
TrackBack tracks:
- Response rates – the percentage of leads followed up
- Speed of response – how quickly the first contact happens
- Channels used – whether the lead was contacted by phone, email, or WhatsApp
- Customer experience – insight into the quality and professionalism of the interaction
This visibility gives you confidence that your brand is being represented consistently - and the data to take action if it isn’t.
Protecting Your Investment
For new entrants, every lead matters more than ever. You’ve invested heavily to build awareness, recruit dealers, and generate enquiries. But unless every lead is followed up effectively, that investment is at risk.
TrackBack helps you:
- Protect your brand – ensuring your leads aren’t diverted or deprioritised
- Hold dealers accountable – in multi-franchise settings where priorities can vary
- Improve conversion rates – by supporting timely follow-up that secures test drives, part-exchange discussions, and appointments
- Build customer trust – by showing you’re responsive, consistent, and professional from the very first interaction
The Strategic Advantage
Emerging OEMs are ambitious, and established brands know they will take market share. But the real winners will be those who not only generate leads, but also make sure they protect their leads and get them converted into sales.
With TrackBack, you can give your dealers the tools, visibility, and accountability they need to represent your brand properly - even in showrooms where they are juggling multiple franchises.
And the benefits aren’t just short term. Dealers build stronger habits when they know their follow-up is visible. Over time, this creates a lasting change in behaviour that ensures all enquiries continue to be treated with urgency .
Protect Your Leads: Final Thoughts
The challenge isn’t whether emerging brands can win awareness. That's difficult enough but it's not actually the tricky part. It’s whether they can turn that awareness into market share.
Gaining new registrations in competitive markets where every sale is hard fought won't be easy, so don’t let your leads slip away to rival marques inside your own dealer network. TrackBack ensures that every enquiry is tracked, every lead is followed up, and every opportunity is given the best chance to become a sale.
If you’re building your dealer network in Europe and want to protect your leads, get in touch to find out how TrackBack can help.