Kenneth Aspin on customer value, market insight and building a local presence in one of Europe's most sophisticated automotive markets
Kenneth Aspin
Country Manager | Switzerland
Switzerland has long been recognised as one of Europe's most mature automotive markets. It is a market defined by high customer expectations and a reputation for quality. Today, it is also a market undergoing significant change.
Electrification is reshaping residual values. Manufacturers are balancing increasingly demanding CO2 targets with commercial performance. Leasing companies are adapting to new market realities, while dealers face growing pressure to make faster, better-informed decisions in an increasingly competitive used-car market.
For Autorola, these developments represent an opportunity to help customers navigate a more complex automotive landscape through technology, market intelligence and local expertise. To support customers locally, the company established a presence in Switzerland last year, appointing Kenneth Aspin to lead the journey.
Understanding the market from every angle
Kenneth brings more than twenty years of experience from across the automotive industry. Before joining Autorola, he had worked as a fleet manager, consultant, OEM representative and leasing professional, giving him first-hand experience of virtually every stage of the vehicle lifecycle.
From managing corporate fleets to initiating used-car operations for AMAG Import, his career has always been closely connected to remarketing and residual value management. Looking back, Kenneth believes those experiences all pointed towards the same conclusion. "Throughout my career I've always had touchpoints with remarketing," he explains. "What I kept seeing was that customers were looking for more choice, more transparency and partners who were willing to adapt to their specific needs."
That understanding became one of the reasons why joining Autorola felt like a natural next step. Rather than introducing another auction platform into the Swiss market, the opportunity was to combine international experience, market-leading technology and local customer relationships to create measurable value.
A market entering a new phase
While Switzerland remains one of Europe's strongest automotive markets, the challenges facing the industry are becoming increasingly complex. The first generation of battery electric vehicles has fundamentally changed the way leasing companies think about residual values. Manufacturers face increasing pressure to balance commercial ambitions with environmental requirements. Economic uncertainty continues to influence consumer buying behaviour, while rapid technological development is introducing entirely new questions about future vehicle values.
According to Kenneth, all these developments point towards one conclusion. "All of these trends create increasing pressure on remarketing. Manufacturers, leasing companies and dealers all need greater transparency and better decision-making."
For Autorola, this is exactly where customer value begins. Rather than focusing on individual transactions, the company helps customers optimise every stage of the vehicle lifecycle — from acquisition and active fleet management to defleeting and remarketing — combining digital solutions, market intelligence and operational expertise into one connected approach.
Combining experience with facts
The automotive industry has always relied on experience. That will never change. But today's market also requires objective insight. Kenneth believes one of Autorola's greatest strengths is its ability to combine both. "What is sometimes missing is the connection between experience and facts."
At Autorola, that is precisely where customer value is created: by combining deep industry expertise with data-driven market intelligence to help customers make better commercial decisions. Using Indicata's market intelligence alongside local expertise, Kenneth works closely with customers to establish realistic pricing strategies, understand changing market conditions and make better-informed commercial decisions. Rather than replacing professional judgement, data strengthens it.
For leasing companies, that means greater confidence in residual value decisions. For manufacturers, it creates stronger lifecycle strategies. For dealers, it provides clearer purchasing decisions and improved profitability. Ultimately, technology only matters when it helps customers make better decisions.
Digitalisation with a purpose
Although Switzerland is one of Europe's most advanced economies, digitalisation within the automotive industry remains uneven. Relatively small market volumes, multiple national languages and regional complexity have made large-scale digital transformation more challenging than in many neighbouring countries.
Kenneth sees significant potential. "There is definitely potential for process digitalisation and automation." But technology alone is never the objective. Whether helping customers automate administration, optimise fleet processes or improve vehicle remarketing, Autorola's focus remains firmly on solving real business challenges. Every solution must create measurable customer value. That principle shapes every customer conversation.
Technology builds platforms. People build partnerships.
For Kenneth, one lesson has become particularly clear during Autorola's first year in Switzerland. Technology creates opportunities. Relationships create trust. From the very beginning, the Swiss team adopted a highly personal approach to building the business. Every dealer joining the platform receives personal onboarding. Instead of simply explaining functionality, Kenneth and the team take time to understand how each customer operates, what vehicles they are looking for and how Autorola can support their business beyond the transaction itself.
Potential buyers are proactively contacted when relevant vehicles become available. Customer preferences are remembered. Advice is shared openly. The response surprised even Kenneth. "I was genuinely surprised how many dealers told us, 'You're the only company doing that.'" For him, the feedback reinforces one of Autorola's defining principles. "Technology should strengthen relationships — not replace them." That combination of digital capability and personal engagement has become one of the company's strongest differentiators in the Swiss market.
Local knowledge. Global capabilities.
Launching a new business always requires balancing entrepreneurship with consistency. Kenneth believes Autorola succeeds because it combines both. While Switzerland benefits from the expertise, technology and experience of an international organisation, local teams are trusted to adapt solutions to the realities of their own markets. Rather than imposing identical approaches everywhere, the company encourages local innovation. "If something works in Switzerland, the conversation isn't about forcing another market model," Kenneth explains. "It's about understanding why it works and whether others can learn from it." That culture has been one of his biggest discoveries since joining Autorola.
People are confident in their knowledge, but equally curious to learn from customers and colleagues. Global best practice provides the foundation. Local understanding determines how it is applied. According to Kenneth, customers notice the difference.
Building momentum
The first year has confirmed that Switzerland represents a significant opportunity for Autorola. Dealer engagement continues to grow. Customers increasingly embrace data-driven decision-making. International demand has exceeded expectations, with around forty percent of auction bids now coming from dealers outside Switzerland — highlighting both the attractiveness of Swiss vehicles and the strength of Autorola's international marketplace.
Growth, however, also brings new challenges. Maintaining the close customer relationships that have helped establish the business while expanding operations requires careful planning. "We're now at the point where we need to scale while maintaining the level of service our customers expect." New colleagues joining the Swiss team will support the next phase of growth.
For Kenneth, maintaining customer satisfaction remains the highest priority. In Switzerland, reputation spreads quickly. Every customer interaction contributes to the company's future.
Looking ahead
For Autorola, Switzerland represents far more than another market on the map. It demonstrates how combining global expertise with local knowledge creates meaningful customer value in a rapidly changing automotive industry. As vehicle lifecycle management becomes increasingly data-driven, customers need partners capable of helping them navigate complexity with confidence. That is precisely the role Autorola intends to play.
Kenneth sees the first year not as the conclusion of a successful market entry, but as the beginning of a much larger journey. "The support from colleagues across Autorola has been incredible. Now it's about taking the next step — continuing to build the business locally while helping even more customers create value."
That ambition reflects not only Kenneth's commitment to the Swiss market, but also Autorola's broader purpose: helping customers optimise every stage of the vehicle lifecycle through market intelligence, digital solutions and trusted partnerships.
By Maria Lee Winther, interviewing Kenneth Aspin, 9 July 2026