ALLDATA Europe recently welcomed Peter Ballé as its new Vice President of Sales. With more than 20 years in the automotive industry, Peter brings a wealth of experience and a clear vision for growth in the European aftermarket. We sat down with him to discuss his role, the market, and how ALLDATA supports workshops in a changing industry. 

Q: Peter, what drew you to ALLDATA Europe? 
 
I decided to join ALLDATA Europe because the company has shown impressive and consistent growth over the past few years. ALLDATA is clearly on the path to becoming the number one player in the market, and I’m excited to contribute to making that happen. I also already knew many of the colleagues here, and the culture immediately stood out to me: It is engaging, motivated, and highly collaborative. It felt like a perfect match, especially since I’ve been working in this industry for over 23 years.  

Q: What is your vision for sales strategy at ALLDATA Europe? 

Looking ahead, our focus is on adapting to the evolving needs of the automotive aftermarket and continuously enhancing our products to deliver even greater value and support for our customers. We already lead the competition in coverage, depth, and quality of information, and our goal is to continue widening that gap while helping workshops work more efficiently and successfully. We have already seen great development in the DACH region, Scandinavia, and Norway, but there is still a lot of untapped potential across the rest of Europe. In addition, there are many key account customer groups for whom our solutions and data quality could bring real added value,  and we haven’t even fully approached them yet. So, it’s safe to say there is plenty of exciting work ahead! 

Q: How do you see the European automotive aftermarket evolving? 

The aftermarket is a stable and exciting market, unlike the more volatile new car segment. With over 50 million vehicles on the road in Europe and a fleet that changes gradually - around 5–10% per year - workshops can plan long-term and invest in consistent, sustainable solutions. At the same time, the average vehicle age continues to rise, which increases the need for maintenance and repair services. End customers are more aware than ever that regular servicing and maintenance help preserve their vehicle’s value, and they’re willing to invest accordingly. 

Workshops also need to be increasingly multi-brand capable, as focusing on a single manufacturer is no longer sufficient. The ongoing skills shortage adds another layer of complexity, making tools like ALLDATA even more essential. Our software enables technicians to work efficiently across multiple brands - whether they are highly experienced or newer to the trade - allowing workshops to handle more vehicles while maintaining high-quality repairs. 
This efficiency not only helps workshops remain competitive and profitable in a fast-evolving environment, but also strengthens customer trust. When a garage follows our OEM repair instructions, it services the vehicle to manufacturer standards - just like an authorised workshop, but often at a more accessible cost. 

Q: How does ALLDATA help workshops handle skill shortages? 
 
ALLDATA provides clear, step-by-step guidance and access to accurate, manufacturer-approved information, so even less experienced staff can deliver high-quality repairs quickly. By streamlining workflows and reducing the need for manual research, our technology improves efficiency and allows workshops to get more work done with fewer qualified employees. Additionally, modern tools can make the work itself more engaging, encouraging retention of skilled technicians and helping workshops adapt to fluctuating staff levels. This combination of guidance, efficiency, and usability gives workshops a competitive edge and ensures consistent, reliable service for their customers. 

Q: What role do OEM data and repair information play in this process? 
 
OEM data is the source of truth – it comes directly from the manufacturer. It’s reliable, credible, and often legally defensible, for example in insurance claims or regulatory cases. For workshops, relying on OEM information ensures that service and repair procedures are accurate, standardised, and compliant. For customers, OEM data builds trust and transparency: they can see why certain maintenance steps or checks are required, rather than assuming it’s arbitrary. This clarity not only supports workshop credibility but also reinforces ALLDATA’s reputation as a provider of reliable, high-quality, multi-brand repair solutions. 

Q: How would you describe your leadership style? 
 
I’m analytical and numbers-driven, but I also value creativity and independent-thinking. My goal is to empower my team to take decisions and think proactively, almost as if they were running my role themselves. I encourage open discussions, structured approaches, and strategic thinking to identify opportunities. Obstacles don’t stop me – if one path doesn’t work, I find another. 

Q: What excites you most about your new role? 

I’m thrilled to be part of a company with such a positive trajectory. I feel I can make an impact quickly and contribute real value. I also enjoy being in an industry I know well, working with a team that’s equally motivated and forward-looking. It’s an exciting opportunity to help shape ALLDATA Europe’s future.