Driving Change in the Automotive Industry

The spark for Gowago came during Rutger’s career start at Nissan, shortly after completing his master's degree in Lausanne and meeting Leo Chevailler, his cofounder. “We noticed that while many people were coming online to find cars for leasing, the process was far from seamless,” he recalls. The question that stuck with them was simple yet profound: What should the customer journey look like for car buyers in the future?

The Problem Waited for a Solution

The limitations of his corporate role soon became apparent. “We were doing interesting things, but I felt my impact was limited,” he says. This realization, combined with a desire to tackle the problem himself, led him to co-found Gowago. An accelerator program provided the foundation: there, Leo and Rutger met their third co-founder, Iwan Gloor, and built the first minimum viable product (MVP). Initially focused on capturing leads at the top of the funnel, Gowago now offers an end-to-end experience, covering everything from search to transactions, driving, and even vehicle returns. “We bring a new way to get and manage your car, and we aim to set in motion a new chapter in the automotive industry that is built on technology at every step of your mobility needs. In our view, customers deserve convenience through easy and transparent processes”

Strategic Partnerships Play a Big Role in Growth

Gowago’s partnerships with Migros Bank and Baloise started rather early in their journey and have been instrumental to their success. The collaboration with Baloise began in 2019 when Baloise was looking for ideas for the automotive world and launched a start-up pitching competition for this purpose. “We found a good fit with them early on, and from there, the cooperation grew naturally,” says Rutger.

The partnership with Migros Bank evolved similarly. Initially working with multiple leasing banks, Gowago eventually focused on collaboration with Migros Bank due to their shared vision. “When you have a match like the one, we have with Migros Bank, everything becomes easier,” Rutger reflects. These relationships have been key in a cash-intensive business. It provides Gowago the stability to navigate risks and the opportunity to deliver strong results. Rutgers mindset indeed has the potential to keep up this spirit within his team: “I’m in love with the problem we’re solving, and I’m committed to building fantastic products for our customers.”

Building Trust with a United Team

Despite the hurdles, the journey has been very rewarding. “What makes me most proud is the team. Many of us have been working together for five years, and we face challenges as a united front,” he shares. Wonderful customer feedback that the Gowago team receives regularly gives high energy to the founders and their team: “Reading Google reviews and seeing customers appreciate when an employee goes the extra mile is incredibly fulfilling.” It shows me that our employees do a great job not only from my perspective but also from a customer's point of view.” No wonder Gowago reached 10,000 customers in 2024 – a target they hit months ahead of schedule. “We celebrated this achievement with the entire team during an offsite. It was a great moment,” Rutger recalls.

Perfect Timing to Digitize Automotive Transactions

For Gowago the COVID-19 pandemic turned out to be helpful as it made the market more open to digitization. With 95% of automotive transactions historically taking place offline, dealerships suddenly needed online solutions. “This shift in mindset among both dealerships and customers opened up a massive opportunity for us,” says Rutger. Founded in 2017, Gowago was well-positioned to capitalize on the digitization trend, accelerated by the happening of COVID-19, by offering digital processes for everything from paperwork to advisory services.

As the digitization wave has gained speed globally, Gowago does keep an eye on the global market by currently focusing on Switzerland but with a global vision in mind. “Our goal is to set a new standard in the automotive industry by being transparent and customer-centric,” says Rutger. “Branding and awareness will also take centre stage in the coming months as the company invests more heavily in marketing.”

Becoming a Leading Automotive Company

Through initiatives like the SEF.Growth label Gowago has gained valuable external feedback. “One insight that stuck with me was that we got to be aware of what we truly are. We’re not a fintech company; we’re an automotive company. Owning that identity has helped us focus on what we do best,” Rutger reflects. And so, the circle goes back to the idea that was born at a leading automotive company to one day potentially become a new leading automotive company. “We want to show the world that a Swiss company can achieve much in this challenging sector. And we’re just getting started.”