Romania - at the beginning of the road to adopting electric vehicles
11/08/2025
• (Interview with Leonard Mazilu, director of Autoklass Timişoara)
Autoklass Timişoara focuses on innovation and sustainable customer relationships, as Leonard Mazilu, the director of the company, which is part of the Autoklass group, told us. The representative of Autoklass Timişoara - an important player on the automotive market in the west of the country - spoke to us, in an interview, about the company's development strategies, as well as the role of digitalization in the success of its activity, highlighting, among other things, the challenges of the market.
Reporter: How did you end up running Autoklass Timişoara?
Leonard Mazilu: Autoklass Timişoara needed an experienced leader. I appreciate the vision of the management team and the shareholder for this opportunity. Autoklass is a top employer in the Romanian automotive market, which weighed heavily in my decision.
Reporter: You worked for a year at the Daewoo Mangalia Shipyard, and then for three years at the Constanţa Shipyard. How was the transition from the naval to the automotive field?
Leonard Mazilu: My experience in the shipbuilding industry, especially in financial management positions at Daewoo Mangalia Shipyard and Constanţa Shipyard, has given me valuable insight into the importance of operational efficiency, cost management and strategic planning. Although the fields are different, the basic principles of management remain the same. I have learned to work with large teams, manage complex budgets and make quick decisions in dynamic environments. The move to Autoklass Timişoara came as an opportunity to apply this knowledge in a sector with significant growth potential, combining financial expertise with a passion for direct interaction with customers and the automotive market.
Reporter: You have managed vehicles from many companies around the world. Why did you stop at the German automotive industry?
Leonard Mazilu: Throughout my career, I have had the opportunity to interact with a wide range of automotive brands, from European manufacturers to those from Asia and America. Each brand has its own identity and strengths, and this experience has given me a broad perspective on the dynamics of the global automotive market. However, the decision to join Autoklass Timişoara was not driven by a preference for a specific country of origin of the vehicles, but rather by the opportunity to work alongside a visionary shareholder and a dedicated management team. I was impressed by their commitment to quality, innovation and customer satisfaction, values that align perfectly with my own principles. In addition, Autoklass represents a group with a solid reputation in Romania, and the opportunity to contribute to the development of the business in the Timişoara region was extremely attractive. I believe that success in the automotive industry depends less on the nationality of the brand and more on the vision, strategy and execution of the team managing it. And in the case of Autoklass, we found an excellent combination of all these elements.
Reporter: What role did what you learned from your mentors play?
Leonard Mazilu: The role of mentors in my professional and personal development has been fundamental. I have been fortunate to meet exceptional people throughout my career, from whom I have learned valuable lessons about leadership, strategy, ethics and perseverance. These mentors have not only offered me advice and guidance, but also challenged me to step out of my comfort zone, to push my limits and to develop my maximum potential. An essential aspect that I have retained from my mentors is the importance of verticality and integrity. They taught me to be honest, transparent and to always respect moral values, regardless of the circumstances. They also emphasized the importance of adaptability and flexibility, the ability to adapt quickly to changes in the environment and to find creative solutions to complex problems. In addition, my mentors instilled in me a mindset oriented towards growth and continuous learning. They encouraged me to read, attend courses and conferences, get involved in new projects and constantly develop my skills. I believe that a leader must be a perpetual student, always open to new ideas and perspectives. All these lessons and values have guided me throughout my career and continue to influence me in my role as director of Autoklass Timişoara.
Reporter: What results did Autoklass Timişoara have in 2024 and what is the situation after the first semester of 2025?
Leonard Mazilu: 2024 was a successful year for Autoklass Timişoara, in which we managed to consolidate our position on the local market and exceed our initial objectives. We recorded a significant increase in sales, both in the new and used vehicle segments. We also expanded the range of services offered to our customers, offering personalized solutions adapted to their specific needs. This performance was the result of a well-defined strategy, focused on innovation, quality and customer satisfaction. We invested in the modernization of the showroom, in staff training and in the implementation of new technologies, all with the aim of providing a superior experience to our customers. Regarding the first semester of 2025, I can say that we continued to maintain an upward trend, recording positive results in all areas of activity. Although the automotive market is facing certain challenges, such as economic fluctuations and legislative uncertainties, we managed to adapt quickly and remain competitive. We are confident that we will continue to achieve good results in the second half of the year, consolidating our position on the Timişoara automotive market.
Reporter: What is the profile of Autoklass Timişoara customers?
Leonard Mazilu: The profile of Autoklass Timişoara customers is diverse, but is generally characterized by attention to detail, interest in quality and the desire to benefit from personalized services. We have customers who are looking for new vehicles from the Honda range, attracted by the reliability, advanced technology and modern design of these models. We also have an important segment of customers interested in premium used vehicles, who appreciate the quality, comfort and performance of established brands. An important characteristic of our customers is that they are informed and demanding. They thoroughly research before making a purchasing decision, compare offers and look for reviews and recommendations. Therefore, we strive to provide them with transparent and complete information about our products and services, to offer them personalized advice and to promptly respond to any question or request. In addition, we have noticed an increase in the number of customers who purchase vehicles online, from other regions of the country. This proves to us that our reputation goes beyond the borders of Timişoara and that we are a trusted partner for customers throughout the country.
Reporter: How do you attract new clients and maintain solid relationships with existing ones?
Leonard Mazilu: Attracting new customers and maintaining relationships with existing customers are two essential aspects of our marketing and sales strategy. To attract new customers, we focus on promoting our values: quality, innovation, professionalism and customer orientation. We use a combination of marketing channels, both online and offline, to make ourselves known in the market. We invest in targeted online advertising campaigns, an active presence on social networks, website optimization and the creation of relevant and informative content. We also participate in local car events and organize our own events, where we present new models and have special offers for customers. To maintain strong relationships with existing customers, we focus on providing a superior experience at every touchpoint. We ensure that our staff is well-trained and friendly, that we respond promptly to customer requests and that we offer personalized solutions to their problems. We also maintain constant communication with our customers, via emails, phones and social media, providing them with information about our products and services, current promotions and upcoming events. We believe that a solid relationship with customers is based on trust, respect and open communication.
Reporter: What are the pillars on which the development strategy in 2025 is based?
Leonard Mazilu: Our development strategy for 2025 is based on four main pillars, which will allow us to consolidate our market position and achieve our growth objectives:
1. Customer focus: We will continue to put the customer at the center of our attention, offering them a personalized experience tailored to their specific needs. We will invest in staff training, improving sales and after-sales processes, and implementing new technologies that will allow us to interact more efficiently with our customers.
2. Innovation and digitalization: We will continue to invest in the digitalization of internal and external processes, with the aim of increasing operational efficiency, reducing costs and providing a better experience for our customers. We will explore new technologies, such as artificial intelligence and machine learning, to help us optimize our marketing, sales and service activities.
3. Portfolio Expansion: We will analyze opportunities to expand our portfolio of brands and services, with the aim of attracting new customers and satisfying existing needs. We will evaluate the possibility of introducing new vehicle models, offering financing and insurance services, and developing strategic partnerships with other market players.
4. Human Resources Development: We will continue to invest in the training and education of our staff, to ensure that we have a competent, motivated and dedicated team. We will provide professional development opportunities, promote a culture of continuous learning and create a positive and stimulating work environment. By implementing this strategy, we are confident that we will be able to achieve our growth objectives and consolidate our position as a leader on the automotive market in Timisoara.
Reporter: What are the main challenges you face as a car dealer in Romania?
Leonard Mazilu: The Romanian automotive market faces a series of complex challenges, which require continuous adaptation and innovation. Among the most important challenges are:
1.Legislative and fiscal uncertainties: Frequent changes in legislation and taxation have a negative impact on planning and investments. It is important to have a stable and predictable legal framework that encourages the development of the automotive sector.
2. Fierce competition: The Romanian automotive market is extremely competitive, with many players offering similar products and services. To differentiate ourselves, we focus on providing a superior customer experience, constant innovation, and building a relationship of trust with our customers.
3. Economic Challenges: Economic fluctuations, inflation and rising energy and fuel costs are affecting customers' purchasing power and causing a decline in vehicle sales. It is important to be flexible and adapt to these changes, offering affordable financing and insurance solutions to customers.
4. Transition to electric vehicles: The adoption of electric vehicles is a global trend, but Romania is still at the beginning of this journey. We need to invest in charging infrastructure, provide incentives for the purchase of electric vehicles, and educate the public about the benefits of this technology. To meet these challenges, it is essential to be agile, adapt quickly to changes, and focus on providing value to our customers.
Reporter: How do digitalization and AI-based applications contribute to Autoklass' success?
Leonard Mazilu: Digitalization and artificial intelligence have become essential elements in our development strategy. We have implemented a series of applications and technologies that help us optimize our operations, improve customer experience and make more informed decisions. In the future, we intend to continue investing in digitalization and AI, to remain competitive and to offer our customers the best possible experience.
Reporter: What are the main investments for the professional training of employees?
Leonard Mazilu: We are aware that our success depends on the competence, motivation and dedication of our employees. Therefore, we constantly invest in their professional training and education, offering them opportunities to develop their skills and improve themselves in their field of activity. Our main investments in employee professional training include:
-Internal training programs: We periodically organize internal training programs, supported by experts from within the company, in which we address topics such as sales techniques, negotiation, customer relationship management, the use of software applications and compliance with internal procedures.
-Participation in external courses and conferences: We encourage our employees to participate in external courses and conferences, organized by prestigious institutions, where they can learn about the latest trends and technologies in the automotive industry.
-Professional certifications: We offer our employees the opportunity to obtain nationally and internationally recognized professional certifications, which attest to their skills and increase their value on the labor market.
-Access to e-learning platforms: We have implemented e-learning platforms that allow our employees to access study materials, video tutorials and online assessment tests, anytime and from anywhere.
We believe that investing in employee training is essential to remain competitive, to provide superior quality services, and to build a high-performing and motivated team.
Reporter: What are the prospects for the end of this year?
Leonard Mazilu: I am focused on maximizing opportunities for 2025. I estimate a market revival after September 15, a stability of the banking system and an opening of banks to the population. I am convinced that the layoff plans of some multinational companies have been put on hold, pending legislative stability measures.
I am confident and optimistic that Autoklass Timişoara will develop, and Autoklass in general will continue the expansion process that began in 2025. We emphasize caring for customers and partners and will always adapt to market requirements.
Reporter: Thank you!
Source: bursa.ro
Leonard Mazilu: Autoklass Timişoara needed an experienced leader. I appreciate the vision of the management team and the shareholder for this opportunity. Autoklass is a top employer in the Romanian automotive market, which weighed heavily in my decision.
Reporter: You worked for a year at the Daewoo Mangalia Shipyard, and then for three years at the Constanţa Shipyard. How was the transition from the naval to the automotive field?
Leonard Mazilu: My experience in the shipbuilding industry, especially in financial management positions at Daewoo Mangalia Shipyard and Constanţa Shipyard, has given me valuable insight into the importance of operational efficiency, cost management and strategic planning. Although the fields are different, the basic principles of management remain the same. I have learned to work with large teams, manage complex budgets and make quick decisions in dynamic environments. The move to Autoklass Timişoara came as an opportunity to apply this knowledge in a sector with significant growth potential, combining financial expertise with a passion for direct interaction with customers and the automotive market.
Reporter: You have managed vehicles from many companies around the world. Why did you stop at the German automotive industry?
Leonard Mazilu: Throughout my career, I have had the opportunity to interact with a wide range of automotive brands, from European manufacturers to those from Asia and America. Each brand has its own identity and strengths, and this experience has given me a broad perspective on the dynamics of the global automotive market. However, the decision to join Autoklass Timişoara was not driven by a preference for a specific country of origin of the vehicles, but rather by the opportunity to work alongside a visionary shareholder and a dedicated management team. I was impressed by their commitment to quality, innovation and customer satisfaction, values that align perfectly with my own principles. In addition, Autoklass represents a group with a solid reputation in Romania, and the opportunity to contribute to the development of the business in the Timişoara region was extremely attractive. I believe that success in the automotive industry depends less on the nationality of the brand and more on the vision, strategy and execution of the team managing it. And in the case of Autoklass, we found an excellent combination of all these elements.
Reporter: What role did what you learned from your mentors play?
Leonard Mazilu: The role of mentors in my professional and personal development has been fundamental. I have been fortunate to meet exceptional people throughout my career, from whom I have learned valuable lessons about leadership, strategy, ethics and perseverance. These mentors have not only offered me advice and guidance, but also challenged me to step out of my comfort zone, to push my limits and to develop my maximum potential. An essential aspect that I have retained from my mentors is the importance of verticality and integrity. They taught me to be honest, transparent and to always respect moral values, regardless of the circumstances. They also emphasized the importance of adaptability and flexibility, the ability to adapt quickly to changes in the environment and to find creative solutions to complex problems. In addition, my mentors instilled in me a mindset oriented towards growth and continuous learning. They encouraged me to read, attend courses and conferences, get involved in new projects and constantly develop my skills. I believe that a leader must be a perpetual student, always open to new ideas and perspectives. All these lessons and values have guided me throughout my career and continue to influence me in my role as director of Autoklass Timişoara.
Reporter: What results did Autoklass Timişoara have in 2024 and what is the situation after the first semester of 2025?
Leonard Mazilu: 2024 was a successful year for Autoklass Timişoara, in which we managed to consolidate our position on the local market and exceed our initial objectives. We recorded a significant increase in sales, both in the new and used vehicle segments. We also expanded the range of services offered to our customers, offering personalized solutions adapted to their specific needs. This performance was the result of a well-defined strategy, focused on innovation, quality and customer satisfaction. We invested in the modernization of the showroom, in staff training and in the implementation of new technologies, all with the aim of providing a superior experience to our customers. Regarding the first semester of 2025, I can say that we continued to maintain an upward trend, recording positive results in all areas of activity. Although the automotive market is facing certain challenges, such as economic fluctuations and legislative uncertainties, we managed to adapt quickly and remain competitive. We are confident that we will continue to achieve good results in the second half of the year, consolidating our position on the Timişoara automotive market.
Reporter: What is the profile of Autoklass Timişoara customers?
Leonard Mazilu: The profile of Autoklass Timişoara customers is diverse, but is generally characterized by attention to detail, interest in quality and the desire to benefit from personalized services. We have customers who are looking for new vehicles from the Honda range, attracted by the reliability, advanced technology and modern design of these models. We also have an important segment of customers interested in premium used vehicles, who appreciate the quality, comfort and performance of established brands. An important characteristic of our customers is that they are informed and demanding. They thoroughly research before making a purchasing decision, compare offers and look for reviews and recommendations. Therefore, we strive to provide them with transparent and complete information about our products and services, to offer them personalized advice and to promptly respond to any question or request. In addition, we have noticed an increase in the number of customers who purchase vehicles online, from other regions of the country. This proves to us that our reputation goes beyond the borders of Timişoara and that we are a trusted partner for customers throughout the country.
Reporter: How do you attract new clients and maintain solid relationships with existing ones?
Leonard Mazilu: Attracting new customers and maintaining relationships with existing customers are two essential aspects of our marketing and sales strategy. To attract new customers, we focus on promoting our values: quality, innovation, professionalism and customer orientation. We use a combination of marketing channels, both online and offline, to make ourselves known in the market. We invest in targeted online advertising campaigns, an active presence on social networks, website optimization and the creation of relevant and informative content. We also participate in local car events and organize our own events, where we present new models and have special offers for customers. To maintain strong relationships with existing customers, we focus on providing a superior experience at every touchpoint. We ensure that our staff is well-trained and friendly, that we respond promptly to customer requests and that we offer personalized solutions to their problems. We also maintain constant communication with our customers, via emails, phones and social media, providing them with information about our products and services, current promotions and upcoming events. We believe that a solid relationship with customers is based on trust, respect and open communication.
Reporter: What are the pillars on which the development strategy in 2025 is based?
Leonard Mazilu: Our development strategy for 2025 is based on four main pillars, which will allow us to consolidate our market position and achieve our growth objectives:
1. Customer focus: We will continue to put the customer at the center of our attention, offering them a personalized experience tailored to their specific needs. We will invest in staff training, improving sales and after-sales processes, and implementing new technologies that will allow us to interact more efficiently with our customers.
2. Innovation and digitalization: We will continue to invest in the digitalization of internal and external processes, with the aim of increasing operational efficiency, reducing costs and providing a better experience for our customers. We will explore new technologies, such as artificial intelligence and machine learning, to help us optimize our marketing, sales and service activities.
3. Portfolio Expansion: We will analyze opportunities to expand our portfolio of brands and services, with the aim of attracting new customers and satisfying existing needs. We will evaluate the possibility of introducing new vehicle models, offering financing and insurance services, and developing strategic partnerships with other market players.
4. Human Resources Development: We will continue to invest in the training and education of our staff, to ensure that we have a competent, motivated and dedicated team. We will provide professional development opportunities, promote a culture of continuous learning and create a positive and stimulating work environment. By implementing this strategy, we are confident that we will be able to achieve our growth objectives and consolidate our position as a leader on the automotive market in Timisoara.
Reporter: What are the main challenges you face as a car dealer in Romania?
Leonard Mazilu: The Romanian automotive market faces a series of complex challenges, which require continuous adaptation and innovation. Among the most important challenges are:
1.Legislative and fiscal uncertainties: Frequent changes in legislation and taxation have a negative impact on planning and investments. It is important to have a stable and predictable legal framework that encourages the development of the automotive sector.
2. Fierce competition: The Romanian automotive market is extremely competitive, with many players offering similar products and services. To differentiate ourselves, we focus on providing a superior customer experience, constant innovation, and building a relationship of trust with our customers.
3. Economic Challenges: Economic fluctuations, inflation and rising energy and fuel costs are affecting customers' purchasing power and causing a decline in vehicle sales. It is important to be flexible and adapt to these changes, offering affordable financing and insurance solutions to customers.
4. Transition to electric vehicles: The adoption of electric vehicles is a global trend, but Romania is still at the beginning of this journey. We need to invest in charging infrastructure, provide incentives for the purchase of electric vehicles, and educate the public about the benefits of this technology. To meet these challenges, it is essential to be agile, adapt quickly to changes, and focus on providing value to our customers.
Reporter: How do digitalization and AI-based applications contribute to Autoklass' success?
Leonard Mazilu: Digitalization and artificial intelligence have become essential elements in our development strategy. We have implemented a series of applications and technologies that help us optimize our operations, improve customer experience and make more informed decisions. In the future, we intend to continue investing in digitalization and AI, to remain competitive and to offer our customers the best possible experience.
Reporter: What are the main investments for the professional training of employees?
Leonard Mazilu: We are aware that our success depends on the competence, motivation and dedication of our employees. Therefore, we constantly invest in their professional training and education, offering them opportunities to develop their skills and improve themselves in their field of activity. Our main investments in employee professional training include:
-Internal training programs: We periodically organize internal training programs, supported by experts from within the company, in which we address topics such as sales techniques, negotiation, customer relationship management, the use of software applications and compliance with internal procedures.
-Participation in external courses and conferences: We encourage our employees to participate in external courses and conferences, organized by prestigious institutions, where they can learn about the latest trends and technologies in the automotive industry.
-Professional certifications: We offer our employees the opportunity to obtain nationally and internationally recognized professional certifications, which attest to their skills and increase their value on the labor market.
-Access to e-learning platforms: We have implemented e-learning platforms that allow our employees to access study materials, video tutorials and online assessment tests, anytime and from anywhere.
We believe that investing in employee training is essential to remain competitive, to provide superior quality services, and to build a high-performing and motivated team.
Reporter: What are the prospects for the end of this year?
Leonard Mazilu: I am focused on maximizing opportunities for 2025. I estimate a market revival after September 15, a stability of the banking system and an opening of banks to the population. I am convinced that the layoff plans of some multinational companies have been put on hold, pending legislative stability measures.
I am confident and optimistic that Autoklass Timişoara will develop, and Autoklass in general will continue the expansion process that began in 2025. We emphasize caring for customers and partners and will always adapt to market requirements.
Reporter: Thank you!
Source: bursa.ro
