Why Stellantis is Rolling Out BSL Access Across 460+ UK Dealerships
Since June 2021, Convo (previously SignLive) has partnered with Citroën to provide on-demand British Sign Language (BSL) access to deaf drivers in the UK. What began as a focused initiative has evolved into a clear business success story. After seeing strong uptake and increased usage from the deaf community, the Stellantis Group, Citroën’s parent company, is now expanding Convo’s services across its entire UK retail network.
Launching to coincide with Sign Language Week on March 18th, this expansion proves that when businesses invest in genuine deaf inclusion, the community responds.
From Trial to Full Rollout: The Commercial Success of Authentic Access
When Citroën first introduced BSL access, the framework was there, but the initial engagement was slow. The turning point came when Citroën actively engaged directly with the deaf community through targeted, culturally authentic campaigns.
Once deaf consumers saw that the brand was genuinely committed to their experience, usage increased significantly. It demonstrated a fundamental truth of the deaf economy: we are deeply loyal to the brands that authentically welcome us.
"The first time I needed help was when my brand new car had an engine fault. Before Convo, I was stuck in a slow, frustrating cycle of emailing the garage back and forth, trying to explain the situation. Then I saw Citroën on the app and decided to try it. I was immediately connected to the right person, Lucy, via a professional BSL interpreter, and we had an excellent, detailed conversation. The key difference was how clear everything became—the full warranty process was explained to me during the video call, and I was so relieved to finally understand everything. From that day on, I called every time for my service plan and they would call me back via Convo. It worked really well. That positive experience with communication is what cemented my loyalty, even leading me to buy a new car from Peugeot, knowing I could maintain contact with them. I think this service is fantastic." - Chris Paine, deaf customer
Seeing the tangible success and customer satisfaction at Citroën, the Stellantis Group recognized the value of scaling this model. They are now rolling out Convo's BSL services to over 460 branches across the UK, encompassing a wide range of leading automotive brands:
● Peugeot
● Vauxhall
● Fiat & Abarth
● Jeep
● Alfa Romeo
● DS Automobiles
● Leapmotor
“I’m really proud to be able to make this announcement during Sign Language Awareness Week. Our partnership with Convo UK represents an important advancement in the support we provide to BSL users across our retailer network. By enabling instant BSL interpretation at our sites, we are strengthening our commitment to an inclusive and high‑quality retail experience for all our customers, ensuring that communication is fully accessible.” - Eurig Druce, Stellantis UK Group Managing Director
Scalable Tech: Zero Hardware, Seamless Integration
To support an expansion of this scale across hundreds of physical locations, the technology needs to be simple to deploy for the business to implement and for the customer to use. Clunky logins and legacy hardware create barriers and are notoriously difficult to maintain across a massive retail network.
That is exactly why Stellantis is replacing older VRI systems with Convo’s dynamic QR code technology.
For businesses, the rollout is straightforward . Deploying BSL access to over 460 branches does not require expensive hardware installations, complex IT overhauls, or intensive staff training. It is as simple as generating and displaying a unique, branch-specific QR code at the reception desk.
When a deaf customer walks into any participating Stellantis dealership, they use their own smartphone . They simply scan the Convo QR code with their smartphone. Within seconds, they are connected to a high-quality, professional BSL interpreter who facilitates a fluid, real-time conversation between the customer and the sales or service team.
“We are delighted to partner with Stellantis on this significant step forward for accessibility in the automotive sector. Our on‑demand BSL interpreting technology enables clear, efficient communication and ensures that deaf customers can engage with retailers independently and with confidence. Visiting a car retailer shouldn’t be a complicated and overwhelming experience for BSL users, and we are proud that Stellantis shares that view. We look forward to supporting Stellantis as they continue to prioritise inclusivity across their UK retailer network.” - Steph Lotz, Convo UK General Manager
See how the QR code works — no hardware, no training
Is your business missing out on the deaf economy?
The Stellantis expansion is a clear indicator of where customer service is heading. The deaf community represents a significant consumer base, yet many industries still leave this market completely unserved due to perceived operational hurdles.
By utilizing dynamic QR codes, Convo makes comprehensive accessibility a straightforward reality that scales instantly. The brands that act now and remove the friction are the ones that will build lasting trust with a highly dedicated community.
Book a call to see if Convo Access is right for your business
