Touring CarSelect

How BNP Paribas Fortis and AG Insurance futureproofed their market share by venturing beyond.

Background

BNP Paribas Fortis and AG Insurance are well-established leaders in the car financing and insurance markets, commanding market shares of up to 42% in Belgium. However, the automotive landscape was shifting rapidly, with car sales increasingly moving to digital platforms and marketplaces. This evolution posed a significant risk: losing direct touch with customers and, ultimately, market share.

To protect their positions and maintain relevance in this new reality, BNP Paribas Fortis and AG Insurance recognized the urgent need to adapt and innovate. Born from the necessity to develop defensive strategies, they decided to venture beyond their traditional business models. Leveraging the brand equity of Touring, a trusted name they had previously acquired, they founded Touring Car Select: a digital automotive marketplace designed to bridge the gap between car buyers, dealers, and their own financial and insurance services.
This bold move marked a significant step in reimagining their approach to the automotive market and futureproofing their business.

The challenge

The founding partners’ strong presence in the financial sector, commanding 42% of the car financing market in Belgium, gave them a solid foundation. But with Touring Car Select they needed to penetrate a highly competitive market segment dominated by players like Autoscout, which enjoy near-monopolies on online car listings. For Touring Car Select, the challenge was clear: to create a platform that could:

Compete with established platforms.
Provide added value for both dealers and buyers.
Seamlessly integrate their financing and insurance services.

Why Wildstream and Carflow?

Touring Car Select faced a crucial decision: build a platform from scratch or adopt an existing solution. After careful consideration, they partnered with Wildstream and acquired their Carflow platform — a robust, proven solution that allowed them to launch quickly without compromising on quality or functionality. “Building our own platform would have taken 18 months or longer. Carflow gave us a ready-made solution that was already fine-tuned for the market. It allowed us to focus on our core business — providing financial services — while offering dealers an excellent platform for their cars,” Walter says.

By leveraging Carflow, Touring Car Select avoided the pitfalls of building from scratch. The platform offered more than just car listings; it provided seamless integration with Touring Car Select’s financing and insurance services. “Carflow’s ability to integrate financing directly into the car-buying journey was key. Consumers could find a car and explore financing options all within the same ecosystem,” he adds.

The partnership

Touring Car Select’s partnership with Wildstream extended beyond just acquiring the Carflow platform. The collaboration involved a continuous relationship with Wildstream’s development team, ensuring ongoing platform optimization and improvements.

“We meet with Wildstream’s development team every week to discuss updates and adjustments. It’s not just about keeping things running — it’s about making sure the platform evolves with us,” Walter says. This hands-on, collaborative approach allowed Touring Car Select to address issues quickly and implement changes that kept the platform competitive in a fast-changing market.

Additionally, Hybrid, Wildstream’s sister company specializing in digital marketing, played a crucial role in helping Touring Car Select promote the platform. “We worked closely with Hybrid to develop marketing strategies that supported the platform’s growth, focusing on digital channels like Google and social media,” explains Walter.

Results and impact

Touring Car Select saw immediate success after launching the platform. “On the first day, we had 3,400 cars listed, which was far beyond our initial expectations. Carflow’s foundation helped us manage this influx and provided the scalability we needed,” Walter recalls.

The platform’s ability to integrate financing options directly into the car search experience also set it apart from competitors. “It wasn’t just about listing cars. Carflow allowed us to create a complete solution where buyers could find a car, explore financing options, and even access insurance, all in one place,” he says.

Moreover, the ongoing collaboration with Wildstream’s development team ensured the platform’s continued optimization. “We conduct A/B testing, optimize landing pages, and constantly refine the platform based on user behavior. Carflow’s flexibility makes it easy to adapt and improve,” Walter adds.

Looking ahead

With the platform up and running, Touring Car Select has its sights set on future growth. “We’re working to increase our organic traffic and optimize the user experience even further. Carflow has provided a strong foundation for us to build on, and we’re confident it will support our continued growth,” says Walter.

The partnership with Wildstream and Hybrid remains a critical component of this growth strategy. “Working with Wildstream and Hybrid gives us the tools and expertise to stay competitive. It’s a partnership that goes beyond technology — it’s about aligning strategy, development, and marketing for long-term success,” Walter concludes.