The final paper Customer Relationship Management based on the example of P automobil import Zagreb deals with the customer relationship management, regarding CRM system in the automotive industry. Except for brief historical overview of how the CRM system originated, how it evolved over the years and whether it is needed for use in the automotive industry, the practical example of the company Peugeot will show what kind of customer relations system they have and how the system itself works in practice through years of operation on the market in Croatia. The paper primarily shows how the development of customer relationships is important. Through communication channels it is shown the use of customer relationship management systems for the process of acquiring, managing and retaining customers. Technological progress, monitoring trends and customer needs require constant adaptation of the system and a business plan for the development and planning of such a model is presented. SWOT analysis is made to show the strengths, weaknesses, advantages and opportunities brought by today's turbulent market and suggestions on how to make the best use of them or overcome them. With today's unpredictable and turbulent market and new technologies, the automotive industry must constantly adapt and develop to meet the wishes of customers and the market in general, all significantly contributing to the development of customer relationships, digitalization and other technologies and tools available to them.