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BORG Automotive Group Turbocharges Growth with PROS Price Management

18M

prices for over 16K SKUs are managed with PROS
85%

time savings to make price changes at scale
3 months

17 of 150 price lists onboarded within the first 3 months

Products Used:

Smart Price Optimization &
Management 
Industry:

Automotive
Revenue:

€231M
Location:

Silkeborg, Denmark

"Due to the growing nature of our business and the demand for faster response to business needs, the manual approach to pricing was no longer working. It’s simply not viable. We wanted to use the best technology to evolve our pricing and effectively manage our business, now and into the future.”
Tue Larsson, Group Pricing Manager, BORG Automotive Group, headshot
Tue Larsson
Group Pricing Manager
BORG Automotive Group logo

BORG Automotive Group, Europe’s largest independent remanufacturer of automotive spare parts, is a leader in the industry with a mission to drive growth and deliver exceptional customer value. Headquartered in Denmark, the company manages over two million units across various brands from its production facilities in England, Poland, Tunisia, and Spain. With warehouses located throughout Europe, BORG Automotive Group operates at a scale that requires precision, agility, and innovation—qualities which are becoming increasingly important in pricing as well, as complexity constantly rising.

With an ambitious strategy focused on both organic growth and mergers and acquisitions (M&A), BORG recognized the need for a scalable pricing solution to replace the existing systems they had begun to outgrow. This move was essential to achieving their growth goals and enhancing the customer experience.

A Reactive Pricing Approach Hindered Growth

For years, BORG Automotive Group effectively managed pricing through spreadsheets and their ERP system, a practice that served the company well in a less complex market environment. This approach, while common in the industry, enabled the sales team to maintain control over pricing decisions. However, as the business grew in scale and complexity, the limitations of this method became more apparent. Managing 18 million prices across 16,000 SKUs stored in various files, made it increasingly challenging to maintain visibility and control. The evolving demands highlighted the need for more advanced tools and processes to ensure timely updates, accurate pricing, and sustained profitability.

The manual nature of these pricing processes made it difficult to respond quickly to market changes. Simple price adjustments often took weeks to implement, which ran the risk of becoming obsolete by the time they were applied. Regular meetings involving heads of sales, country managers, product managers, and the pricing team consumed significant time and resources, while the absence of centralized oversight invited the risk of human error.

To overcome these challenges and achieve their growth objectives, BORG established a centralized Group Pricing team. Their top priority was identifying a technology partner capable of delivering a scalable and efficient pricing solution to streamline processes and support BORG’s long-term growth objectives.

"We have quite an ambitious growth plan,” said Tue Larsson, Group Pricing Manager at BORG Automotive Group. “Due to the growing nature of our business and the demand for faster response to business needs, the manual approach to pricing was no longer working. It’s simply not viable. We wanted to use the best technology to evolve our pricing and effectively manage our business, now and into the future.”

To become more strategic in their pricing operations, they needed a technology company with experience to:

  • Significantly reduce price cycles to capture margin opportunities in the moment
  • Centralize pricing on a platform that enables pricing governance and ensures data integrations
  • Gain analytic insight into profitability and price leaks
  • Conduct price strategy simulations and comparisons of different scenarios
  • Automate price calculations and approvals to accelerate pricing workflows

The PROS Partnership

After a comprehensive evaluation of major vendors, BORG Automotive Group chose PROS for its advanced pricing capabilities, innovative technology, and proven expertise across industries. The decision was driven by PROS’ ability to address BORG’s specific challenges and its collaborative approach to solving complex pricing challenges.

"We had a great relationship with PROS, and they demonstrated how their technology could help us reclaim time, improve efficiency, and support our long-term strategy,” said Tue.”

What set PROS apart was its visualization and workflow capabilities, which outshone the competition. Despite BORG’s familiarity with Tableau and a competitor’s integrated analytics tool, the superior insights and functionality offered by PROS made the choice clear.

Additionally, BORG collaborated with ArticulateIT, a trusted systems integrator to PROS, to ensure seamless implementation and ongoing support. ArticulateIT has played a vital role in troubleshooting, implementing best practices, and aligning the platform’s development with BORG’s evolving needs.

The Solution

PROS worked closely with BORG Automotive Group to help them carefully plan their pricing transformation, including how to build an effective pricing organization with today’s best practices.

The rollout of the PROS Platform began in 2024, with plans to expand its use across divisions. The vision is for PROS to be the main system for pricing across all the BORG Automotive Group companies.

"PROS will be the heart of our new price management function," said Tue.

Transformative Results with PROS Price Management

BORG has already seen significant improvements in their pricing operations, including:

  • Centralized Pricing: A unified system provides complete visibility into pricing strategy, cost, and margin, enabling a shift from reactive to strategic pricing.
  • Harmonized Pricing Across Channels: With a self-defined pricing hierarchy established during the implementation phase, BORG can "freeze" current pricing and efficiently mass update or harmonize as needed.
  • Rules-Based Pricing: The team can now set pricing rules at a strategic level to execute, recalculate, and activate fast, providing them with transparency in their pricing, as well as minimizing human error.
  • Streamlined Workflows: Automated processes have reduced the time required for price updates from 45 minutes to under 10, ensuring rapid and accurate implementation.
  • Seamless Integration: The platform connects multiple databases, including Microsoft Dynamics ERP, for real-time updates and data accuracy.
  • Scalability: Within just three months of using PROS, BORG Automotive Group onboarded 17 of 150 price lists, with further customer and division integrations planned.

Efficiency Gains in Action

Pricing Strategy

One of the most notable efficiency improvements has been in executing price adjustments. Under the old ERP-based system, the process was labor-intensive and time-consuming, involving multiple manual steps.

"Before PROS, price updates required extracting data, reformatting, creating calculation files, and manually validating the updates. Changes that occurred between file creation and activation often went unaccounted for unless handled manually,” said Larsson. “This process took approximately 45 minutes for a single update.”

With PROS, the same process now takes just 5–10 minutes – an 85% time savings. The system’s automation capabilities allow the team to configure, calculate, and activate updates quickly and accurately.

"Now we can select a scope of prices to increase, use standard functionality to mass calculate the changes, set the activation date, and we’re done,” Larsson added. “This agility is a game changer.”

Onboarding PROS Internally and Externally

To date, BORG has onboarded 17 of 150 price lists and is continuing to test and refine processes while working closely with the sales team to ensure they understand the new pricing strategies. A gradual integration approach is being taken to optimize operations. Additionally, BORG has successfully pushed price adjustments through PROS for a few customers, demonstrating a smoother process compared to the previous method using their ERP system. Further customer and division integrations are planned.

Growing the Pricing Team

BORG’s commitment to expanding their pricing expertise is evident in their recent hire of a new pricing manager dedicated specifically to their German business unit. This role will focus on further implementing PROS solutions within this division, ensuring continued alignment with strategic goals.

Poised for Long-Term Growth

BORG Automotive Group plans to further enhance its pricing capabilities with PROS’ AI-powered solutions in the future.

"Being able to ‘flip the AI switch’ when we’re ready is a key reason we chose PROS,” said Larsson. “It’s a major part of our long-term strategy, and PROS is the partner helping us achieve it.

With a unified pricing platform and a clear vision for the future, BORG Automotive Group is well-positioned to scale operations, drive growth, and stay competitive in a rapidly evolving market.

About the Author

Kaitlynn Brancato is a Customer Marketing Manager at PROS, leading global initiatives to highlight the success and value experienced by PROS B2B customers. With over five years in B2B SaaS marketing, she is passionate about highlighting customer achievements and advocating for their success. Kaitlynn’s passion for technology and extensive industry knowledge ensure that companies benefit from the most effective solutions to enhance their profitability and operational efficiency.

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