Americar is Latin America’s largest automotive dealer group, operating across more than 250 branches in Chile and Peru. The company represents over 50 global automotive brands and employs a workforce of more than 3,500 people, serving as a cornerstone of the region’s mobility ecosystem. With approximately 13% of Chile’s total car sales, Americar plays a pivotal role in the market and works closely with eight financial institutions to offer integrated sales, financing, auction, and after-sales services.
As the post-pandemic boom subsided and the automotive market began to cool, Americar saw that the traditional dealership model could no longer sustain growth. Pressure mounted to stand out through speed, efficiency, and superior customer experience. To protect its market leadership, Americar needed a profound digital transformation.
Results:
generated by AI Agents
captured and managed
across all channels
created by AI Agents
Speed Bumps
on the Road to Growth
Americar’s commercial operations were weighed down by outdated systems and fragmented processes. Its core platform provided only a basic sales CRM while leaving service and after-sales entirely manual. Critical functions were scattered across multiple tools, resulting in disconnected teams, duplicate data, and slow responses.
Customer requests and complaints were typically handled via email, with no visibility into resolution timelines or opportunities for improvement. Paper-heavy workflows delayed ownership transfers, service claims, and government-related documents, often stretching processing times to months. Meanwhile, leadership lacked reliable analytics, forcing decisions based on inconsistent or incomplete data.
On top of that, the company had to navigate the human side of transformation. With five companies under their umbrella, each running on different systems, users resist changes. Winning adoption across hundreds of employees required technology that would fully support change management processes.
Turning the Wheel
on Automotive Retail
As challenges mounted, from data silos to customer dissatisfaction to resistance within, Americar reached a turning point. The company selected Creatio’s Agentic CRM and workflow platform with no-code and AI at its core to serve as a single orchestrator across websites, marketplaces, dealers, financial institutions, and digital channels.
Creatio was a perfect fit because it allowed us to design and implement complex processes quickly, ensure easy adoption for operations, and integrate with multiple systems. The key was having a high-performance team that knew what to prioritize and what to put in the backlog.
Within months, Americar had launched a redesigned environment where every stage of the customer journey—lead, purchase, auction, sale, case, and marketing—was managed inside Creatio. This unified data, processes, introduced discipline and speed across the organization.
AI at the Core of Transformation
From day one, the customer journey has been at the heart of Americar’s transformation. Now, in the age of AI, the company is taking this journey to the next level, empowering every interaction with intelligent, adaptive technology.
By consolidating fragmented processes into Creatio’s Agentic Platform, Americar has built a foundation for intelligent workflows, predictive insights, and omnichannel engagement.
The next stage focuses on combining the strengths of AI and human expertise to deliver seamless experiences at every touchpoint. Intelligent agents now work alongside users to enhance efficiency and responsiveness, inside and out. Externally, supported by an e-commerce platform, a conversational AI front-end will serve customers across channels. Internally, Creatio’s AI-native service agents assist employees by simplifying workflows, predicting next actions, and driving higher productivity across departments.
Together, these AI-powered capabilities connect customers and employees through one intelligent, adaptive ecosystem.
We are reinforcing our AI capabilities to ensure a seamless, end-to-end customer experience. Virtual assistants are becoming more skilled, and Creatio provides the orchestration we need to connect everything.
Streamlining Sales
with No-Code Workflows
Before the transformation, leads from websites, marketplaces, and WhatsApp often sat idle in queues, with no guarantee of timely follow-up. Sales teams lacked visibility, and opportunities slipped away.
With Creatio, leads now flow instantly into the platform, and reps are prompted to respond within one to two minutes. Opportunity-based workflows guide every step of the sales cycle, supported by real-time stock and pricing data to keep offers accurate and transparent.
The payoff is faster response times and a disciplined process that gives Americar its first true 360° view of the customer journey, a foundation for smarter engagement and stronger relationships.
Digitizing Auctions for Scale
The group reinvented its B2B and liquidation business with Creatio. Auctions, once managed through disconnected tools, are now fully tracked inside the platform. Every record — from onboarding to bidding — lives in Creatio, providing transparency and traceability. This gave Americar a unique advantage in an industry where few competitors run digital auctions at scale.
Auctions used to be scattered across disconnected tools, which made life harder for our teams and slowed down the process. Now everything runs in Creatio, end to end. It’s faster, clearer for our people, and it gives us a real advantage in a market where few competitors manage auctions digitally at scale.
Additionally, sales and purchasing are powered by opportunity-based workflows in Creatio, enriched with real-time stock and pricing updates. Teams can instantly align offers with availability, eliminating errors and ensuring transparency. The result is faster decisions, more accurate deals, and a better buying experience for customers.
Revolutionizing Service and Omnichannel Communication
On the service side, Creatio replaced email-based request handling with SLA-driven case management. In 2025, more than 50,000 cases were processed across Chile and Peru, with ownership transfers and claims reduced from months to just days thanks to automated approvals and paperless workflows.
At the same time, Americar brought all conversations under one roof. Through 4 virtual assistants, customers now interact with the company seamlessly, whether they’re quoting a car, booking an appointment, asking a question, or chatting with a live agent. What was once a source of frustration has become a hallmark of speed and reliability.
Powering Up User Adoption
Before the transformation, Americar faced resistance to change. With multiple companies under one roof and each running on different systems, employees were reluctant to adopt yet another platform. That challenge has since turned into one of the program’s biggest success stories.
The initiative to implement Creatio, branded internally as “Llaima” after Chile’s largest volcano, uses newsletters, gamification, and internal champions to build momentum. To support the adoption, Americar leveraged Creatio’s own marketing module internally, running campaigns that engaged employees much like external customers.
To strengthen ownership and ensure the platform keeps delivering value, a dedicated Center of Excellence now brings together no-code architects, creators, and business stakeholders. This team sustains adoption, drives continuous improvement, and helps every user see the impact of Creatio in their daily work.
