Interview with Enrique Peña, Motor Aranda

Motor Aranda, a dealership with nearly 35 years of experience in the automotive sector, has managed to stand out in a rural area like Aranda de Duero. Enrique Peña, General Manager of Motor Aranda, and Blanca García, the dealership’s owner, explain how customer care and transparency have been the foundation of their value proposition.

“From the beginning, we’ve focused on delivering excellent customer service. That’s been our key to success in a competitive market,” says Enrique.

Motor Aranda has built its strength on this customer‑first mindset, which also defines their after‑sales approach. Combined with a proactive push for digitalization, they’ve been able to grow their customer base across Spain.

Digitalization as a response to business challenges

Motor Aranda began its digital transformation early on, driven by the need to sell models that didn’t perform well locally.

“Around 25 years ago, we sold an Astra Coupé online — something very unusual for a rural area like ours,” Enrique recalls.

Since then, they’ve become pioneers in adopting digital tools and a reference point for the sector.

“One of our biggest challenges was convincing our staff of how important digital tools would become. Many of them had never used a computer before.”

Implementing a CRM became a turning point, enabling better customer management and improved operational efficiency.

Choosing the right digital tools

Today, Motor Aranda’s most important tool is LeadSparK, the lead management solution integrated with their CRM.

“LeadSparK lets us manage leads faster and with higher quality. Because it’s integrated with our CRM, we can access full customer information. The reports clearly show the origin of each lead and the ROI of every action, so we can make informed decisions.”

LeadSparK has provided deep insights into the performance of their marketing efforts and helped them fine‑tune their strategy.

From Dapda to MotorK: a new level of partnership

“We’re very happy with the switch to MotorK in terms of service, attention, and dedication. Our contact person, Myriam, is very proactive and always available — with a smile,” say Enrique and Blanca.

They emphasize the added value of having a Dealer Success Manager (DSM) who is always available, proactive, and fully dedicated to supporting their growth.

A successful transformation

Motor Aranda’s journey is an inspiring example of how digital transformation can drive growth and innovation in the automotive sector. With a clear vision of the future and a strong customer‑oriented approach, the dealership continues to lead by example, and for MotorK, it’s a privilege to support their success.