the essentials Éric Debard launched into automobile sales in 1996, alone with 10 cars in stock. Today the former hospital official is the second largest independent seller in France with 200 employees. A success that was built in Albi, where the headquarters is undergoing a complete transformation.
“A farmer likes to count his cows, I like to count the cars I have in stock,” smiles Eric Debard. 3,000 at least in the fifteen agencies of the company that bears his name. Founded in 1996, Debard Automobiles started with 10 vehicles in the parking lot. In 2023, around 11,700 will be sold for a turnover of 200 million euros. Double-digit growth in all circumstances.
This hospital official, originally from Aveyron, had a passion for automobiles. But the trigger came from a comparison, which showed that the same model was more expensive in France than among our European neighbors. From the outset, he plays the communication card. “I was inspired by Darty,” explains Éric Debard, who is also banking on TV, an accelerator of notoriety. The slogan “we don’t go to Debard by chance” became a hit repeated over and over by William Servat.
In 2004, he opened an agency in Toulouse. Winning operation. Since then, he has opened a series of openings: Le Mans, Angers, Bordeaux, Dax, Pau, Tarbes, Béziers, Montauban, Rodez, Limoges, Poitiers, Valence. In Albi, where it all began, major work is underway to install the new headquarters, the purchasing unit and financial services.
An extension worth 5 million euros
An earthwork of 32,000 tonnes of earth evacuated by 2000 trucks. The new building, designed by Albigensian architect Michel Chamayou, will be connected to the commercial agency by a footbridge. Relaxation areas are provided: fitness trail, gym, picnic area and grills, etc.
The well-being of employees is part of the work climate. Many have been there for over twenty years. Éric Debard sets a condition for joining the company, adhering to the five intangible golden rules: seriousness, responsiveness, dynamism, family spirit and communication. “If the applicant does not share these values, I will not hire him.”
Debard Automobiles adapts to demand, for both new and used vehicles (40% of turnover). Going against the tide of trends, he does not believe much in electric (5% of his stock), at least not in Tarn. “It’s suitable for large metropolises or second cars. The issue of lithium recycling is not resolved, and the price is often dissuasive.” He would rather rely on synthetic fuel.
The boss doesn’t look like a boss
Its great strength is its freedom. “Everything that comes into our home, we choose it. The manufacturers don’t impose anything on us.” The clientele is of all ages, even if digital technology is changing the situation. “When customers come to see us, they sometimes know as much about the vehicle as we do. We must therefore be very professional on the advice and offer a maximum of choice.”
With his twenty-seven years of experience, Eric Debard notes that the car is no longer a pleasure purchase, but a consumer good. “Customers look at the practical side. The notion of ownership also evolves with rental systems.”
Internally, the boss doesn’t look like a boss. Good humor is the rule for the 200 employees. “Everyone is very invested and shares a common project. There are a lot of former athletes, they infuse a sense of collectiveness.” This attachment to the brand, to those who wear it, led Eric Debard to refuse several takeover offers from large groups. Debard Automobiles will remain independent. Freedom has no price.
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