When one of Mexico’s largest automotive dealer groups needed to transform their corporate website into a customer-facing vehicle marketplace, they faced a familiar enterprise dilemma: off-the-shelf solutions couldn’t meet their complex requirements, and traditional development would take too long. By building on Bubble, CLEBER launched a sophisticated platform combining a custom product information management system and content management system in just three months — saving an estimated $100,000.
The best part: That’s just one of the many Bubble-powered solutions now running across their 80+ dealership network.
From corporate site to customer destination
CLEBER, founded in 1997, has grown into one of Mexico’s largest automotive dealer groups, operating more than 80 dealerships across northern Mexico with over 4,000 employees. The company represents more than 20 brands, including Toyota, Honda, Hyundai, and Nissan.
For years, CLEBER maintained a low corporate profile, letting individual brand identities take center stage. But then the strategy changed. “We started to understand how important it was for CLEBER’s brand recognition and market presence to grow even faster,” says David Cavazos, Head of Technology at CLEBER.
That meant transforming cleber.com from a corporate website — visited primarily by original equipment manufacturer (OEM) partners and job seekers — into a commercial platform where customers could research and compare vehicles across brands, filter by make and model, and view accurate pricing and specifications all in one place.
The build-vs-buy decision
The challenge was substantial: CLEBER needed to display accurate pricing and specifications for hundreds of models across dozens of brands, with thousands of vehicle versions that change constantly as manufacturers update their offerings. Keeping that information current requires coordination across multiple dealerships and data sources.
Initially, the team was told they’d need a dedicated product information management (PIM) system to handle the complexity. They spent a lot of time evaluating established PIM platforms, ultimately concluding that even these specialized solutions would require intense customization.
“In the end we decided we would be better off creating it from scratch using a rapid development platform such as Bubble," Cavazos says.
The decision came down to a familiar enterprise calculus: CLEBER isn’t a technology company, but they have specific business problems that generic software can’t easily solve. “Many times you cannot make the tool adapt to our process,” Cavazos explained. “If we were to do that with SAP or one of those software companies, it would be prohibitive — expensive and requiring very specialized people.”
Two platforms in one
Working with a team of three Bubble Developers and two marketing collaborators, CLEBER built not one but two interconnected systems for cleber.com.
The first is a tailor-made PIM that combines vehicle data from multiple sources: their dealer management system (which functions as their ERP), external databases like JATO for specifications, and custom content created by the marketing team. All of this flows into a PostgreSQL database that keeps hundreds of models and thousands of versions synchronized and current.
The second is a full content management system that gives the marketing team control over the customer-facing portal. “Almost the entirety of the website is fully customizable by our internal users," says Roberto Guerra, a developer at CLEBER who has worked with Bubble for eight years. The CMS allows the team to manage everything from brand imagery to vehicle categories without developer involvement.
Three months to launch
The timeline speaks to Bubble’s enterprise value proposition: What Cavazos estimates would have taken a year with traditional development was completed in three months. The platform went live in January 2025.
“We have a small team of developers, very good ones like Roberto, but there’s a lot of demand for other things to do,” Cavazos says. “If we had gone the traditional way and just built it from scratch using some web framework, it would have taken years, and we probably wouldn’t have been able to finish it.”
The cost savings were equally significant. External development firms quoted the project at $100,000 or more. By building with internal resources on Bubble, CLEBER completed the project at a fraction of that cost.
Bubble across the enterprise
The cleber.com transformation is just one piece of CLEBER’s Bubble ecosystem. Powered by Bubble’s Enterprise plan, the team has built solutions across the organization. For example, a separate used car marketplace, CLEBER Seminuevos, handles the unique complexity of pre-owned inventory — including AI-powered background removal for vehicle photos.
And their front-facing applications are only the start. “About 80% of the pages that we build in Bubble are for internal tools,” Guerra says. “They never get seen by external users."
For example, they built a comprehensive admin panel for frontend configurations — the kind of internal tooling that often gets overlooked but proves essential for day-to-day operations. They also built a Bubble app for payment kiosks in dealerships, a service order application that lets customers pay for repairs from home, and a complete financial planning system that generates projected P&L statements for every dealership.
That last one replaced a bug-ridden legacy platform. “If you compare one to the other, you can see not only Bubble’s capabilities but our team’s capabilities in using Bubble and creating something great,” Guerra says.
“What Bubble gives us is the ability to solve those business problems in a very quick way... and in today's environment, speed matters.”
Looking ahead
With the foundation in place, CLEBER is focused on adding functionality for digital customer interactions — scheduling service appointments, paying for repairs online, and reserving vehicles with deposits. They’re also exploring AI integration to automate content generation and data extraction, keeping the platform current as manufacturers continuously update their offerings.
For CLEBER, Bubble delivered exactly what enterprise teams need: the ability to solve specific business problems quickly and affordably, without the constraints of off-the-shelf software or the timeline of traditional development. Six people across the organization now build on Bubble, tackling everything from customer-facing marketplaces to internal financial tools.
“What Bubble gives us is the ability to solve those business problems in a very quick way and inexpensively,” Cavazos said. “And in today’s environment, speed matters.”
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