With online car-buying and autonomous vehicles on the rise, automobile makers must decide what role dealerships will play in the future, revisit their dealer-remuneration model, and build relationships directly with consumers.

Karen Lellouche Tordjman is a BCG Fellow and a core member of the Marketing, Sales & Pricing, Industrial Goods, and Insurance practices at Boston Consulting Group. Karen also leads BCG’s Pricing Enablement Center in Paris.

Since joining BCG in 2004, Karen has worked across the spectrum of the automotive sector, implementing major transformation programs and focusing on digital issues. Her recent client work includes developing and supporting the implementation of a digital customer experience program for an OEM. During this case, she helped design a seamless customer journey and CRM program, define a mobile strategy, and execute a new communications strategy.

She has also worked extensively on a large number of marketing, sales, and pricing projects across various industries, with a focus on marketing analytics, digitalization, and multichannel customer experience.

Prior to joining BCG, Karen completed internships as Air Liquide and Credit Agricole.

AREAS OF EXPERTISE

EDUCATION

  • MA, finance and accounting, HEC Paris

Publications and Videos

CEOs Need a Customer Experience Revolution—Not an Evolution - Rectangle

CEOs Need a Customer Experience Revolution—Not an Evolution

A new CX paradigm for driving business value could be the biggest growth opportunity to come along in decades.
Don't Let Channel Conflicts Limit E-Commerce Sales - rectangle

Don’t Let Channel Conflicts Limit E-Commerce Sales

When introducing new online sales channels, weigh the opportunities against the potential friction with existing channels.
Retail Apocalypse Four Ways Physical Stores Can Survive

Retail Apocalypse: Four Ways Physical Stores Can Survive

To remain viable over the next decade, leading brands must reconceive the physical store by focusing on four functions where the in-person experience provides customers with clear and defendable value.
The New Consumer Conversation in an Era of Uncertainty

The New Consumer Conversation in an Era of Uncertainty

Consumer preferences are changing rapidly, outpacing companies’ traditional abilities to track and respond to trends. Data and AI can provide new eyes and ears.
Will Consumers Finally Be Able to Buy New Cars Online - rectangle

Will Consumers Finally Be Able to Buy New Cars Online?

Autos represent one of the last areas of almost exclusively physical sales. The first companies to sell new cars online will be able to improve their market share and profit margins and reduce incentive spending.
automotive-pricing-during-covid-19-rectangle-tcm9-245531.jpg

How to Avoid the Auto Industry’s Looming Price War

OEMs need to take immediate steps to look after their employees, manage their manufacturing, and stabilize their supply chains. But most important is to reestablish their market positions without slashing prices and sacrificing margins.
agile-game-plan-automakers-2880x1620-tcm9-221538.jpg

An Agile Game Plan for Automakers

In-vehicle connectivity, electrification, autonomous driving, and the shared economy are revolutionizing the automotive industry—but innovation through software is a game changer.
agile-for-car-buyers-2880x1620-tcm9-218127.jpg

Agile Creates a Seamless Experience for Car Buyers

Car buyers are increasingly demanding an experience as intuitive as buying a book or requesting a ride online.
new-way-to-sell-cars-2880x1620-tcm9-201115.jpg

It’s Time for a New Way to Sell Cars

Automakers need to refocus their retail efforts online—where the buyers are.
digital-reroutes-auto-purchase-1694x950-tcm9-63884.jpg

Digital Reroutes the Auto Purchase Journey and OEM Strategies

Automakers need to develop brand, distribution, and marketing and communication strategies adapted for the digital age and designed to engage consumers throughout the purchase journey.
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