Trusted Data Drives AI Success at Denzel
For decades, Wolfgang Denzel Auto AG has been a household name in Austrian mobility. With showrooms across the country and over twenty brands in its portfolio, the company represents the classic success story of a traditional dealer group. Today, tradition is complemented and enriched by innovation.
Challenge
Customer expectations for seamless digital experiences are rising, and the automotive industry is evolving rapidly with electrification, new mobility models, and online first sales. AI promises opportunity, but as Denzel discovered, only with trusted data can AI deliver its full potential.
This story is not only about one car dealer. It reflects a reality every company now faces. Those who embrace trusted data foundations will thrive in the evolving landscape.
When Thomas Wenth took the role of Head of Data Office, he was asked to find out why promising initiatives such as loyalty programs, churn prediction, or even early AI pilots had not yet achieved their full potential. The answer was clear. The business was trying to build modern use cases on inconsistent foundations that could be improved.
Customer data lived in multiple systems that did not connect.
Front desk staff did not always complete all key fields like GDPR consent, leaving thousands unreachable.
Some duplicate and incomplete records limited analytical accuracy.
AI pilots faced challenges because the models were fed with inputs that needed improvement.
As Thomas put it: “It was not one system failing. It was the combination. Without consent we cannot even send a survey. Real loyalty analysis was impossible.”
Leadership made it clear that timely action was essential. If Denzel wanted to keep drivers loyal, improve marketing reach, and prepare for new mobility models, the company needed to take control of its data.
Denzel in Numbers
Founded in 1934, Wolfgang Denzel Auto AG is a core company within the Denzel Group, one of Austria’s leading multi brand mobility providers. The group combines automotive retail, importer roles, financial services, and energy solutions, supporting customers across the entire vehicle life cycle.
annual group revenue (2023)
vehicles sold per year (2023)
employees across Austria
locations nationwide
Solution
The shift in thinking was simple but powerful. We must start with trusted data to grow successfully with AI.
Denzel chose Accurity because it offered a way to start small but think big.
Unlike heavy governance tools built for IT, Accurity is business first and modular. It gives immediate transparency and grows with maturity, so conservative companies can adopt it step by step with low lift.
See what data exists with a data catalog. A central map of customer and vehicle information across systems.
Agree on one language with a business glossary. Sales, service, and finance all use the same terms.
Measure and improve quality with clear dashboards. Duplicates, missing consent, and errors become visible to everyone.
Trace data flows with lineage. Everyone can see how customer details move from dealer systems into reports or advanced analytics and AI models.
Benefits
Because Accurity was only recently adopted, significant outcomes are anticipated in the near future. The roadmap is clear:
Boost customer reach by raising consent capture and reducing duplicates.
Strengthen loyalty with a single, reliable view of each customer.
Enable advanced analytics and AI with clean, trustworthy input data.
Build resilience with a governance framework that supports ongoing change and cost pressure.
Looking Ahead
Denzel plans to extend Accurity to its cloud data warehouse, train new departments in stewardship, and connect business terms directly to data lineage. With this foundation, future AI and digital services will be grounded in trusted data, not hope.
We finally understood it is not the AI that failed, it was our data. With Accurity we expect transparency, so we can prove exactly where better data saves money.
Thomas Wenth
Head of Data
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