Context and question
Marreyt is an established, unique classic car partner and qualitative reference within the international classic car industry. Marreyt, however, is a hidden gem and only known to the experienced classic car enthusiasts. Enthusiasts that very often already had bad experiences with other classic car dealers to eventually find their way to Marreyt. The classic car industry, on the other hand, is experiencing increasing pressure. Changing mobility needs, ecological and sociological changes create complexity and uncertainty.
In the beginning of 2020, entrepreneur and classic car enthusiast Koen Matthijs supported by private equity partner PE Group, joins Marreyt’s team. The ideal moment for Marreyt to question its role as a classic car provider: how could they continue to be relevant in this changing world? How could the hidden gem professionalize and enroll internationally without losing its personal approach or jeopardizing credibility and expertise? How can Marreyt reinvent itself in a traditional industry and what strategic business reorientation is needed to realize this? And which role do digital channels specifically play herein? After 30 years of experience in the fascinating classic car industry, Marreyt is ready for the next step, the so-called “quantum leap”. Following previous positive experiences of serial entrepreneur Koen Matthijs, Callebaut Collective was asked to take on this exciting challenge together.