Automotive e-commerce has been around in various forms for more than 20 years. From the online-first used car sector to Tesla’s “5-Click” online purchase journey for new EVs, the range of digital automotive commerce models is already extensive. However, for traditional OEMs, the level of engagement with transaction across digital channels remains marginal. The full potential of digital automotive commerce is yet to be unleashed.
Automotive OEMs continue to operate a largely dealer-dominated sales model that gives limited access to the customer and little control over final prices. Manufacturers continue to communicate with customers nearly entirely with brand focus and lack the ability to systematically form the customer journey towards in the pursuit of transactions.