Interview with Diego Pérez, Grupo Sealco
More conversion, less effort: How PredictSparK is transforming after-sales marketing at Sealco
In the highly competitive and margin-sensitive automotive sector, tools that help anticipate customer needs are key. At Grupo Sealco, one of Madrid’s most established automotive groups, PredictSparK by MotorK has become a strategic asset for transforming their after-sales marketing approach.
With nearly six decades of experience, Sealco has evolved from a small workshop into a multi-brand group representing several Volkswagen Group brands. As Diego Pérez, Digital Manager at Sealco, puts it:
“We’re a professional team with deep experience and technical expertise, and that’s what truly sets us apart.”
From traditional campaigns to predictive marketing
Before implementing PredictSparK, Sealco ran its campaigns manually, coordinating with workshop managers to promote timely services like belt replacements, tire changes, or routine maintenance. While they used multiple channels (email, social media, paid ads), measuring and optimizing return was often challenging.
PredictSparK changed the game. While the initial rollout was complex—Sealco was among the first groups to implement the full toolset—the results came quickly:
“It’s been a slow process, with some technical hurdles, but we’ve adapted gradually, and we’re already seeing clear improvements in marketing performance.”
Smart segmentation and measurable results
One of the most valuable aspects of PredictSparK is its ability to use AI to identify the 17% of customers most likely to convert. This has enabled Sealco to send fewer, more targeted campaigns:
“Thanks to the training sessions with the team, Pablo—our after-sales manager—has learned a lot about segmentation, which is the most complex but also the most critical part of achieving real impact.”
The numbers speak for themselves:
✅ 22% conversion rate
💰 €629 average order value per customer in after-sales campaigns
“We’re seeing increased workshop traffic, and we’re still only at 60% integration. Once we reach 100% with PredictSparK, the impact will be even greater,” says Diego.
Sealco and MotorK: a growing partnership
The relationship between Sealco and MotorK is defined by close collaboration and mutual growth. Despite the gradual rollout, Diego highlights the quality of support received, especially from their Dealer Success Manager, Isaac, for his quick responses and strong commitment even during complex moments.
Currently, Sealco rates the solution 7 out of 10, not because of any lack of confidence, but because they’re still in the early stages of implementation:
“As we complete our integration and continue learning how to fully leverage PredictSparK, we expect the score, and the results, to keep climbing.”
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