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The future of car buying

Sponsored Content From Capital One Auto
This content was paid for by an advertiser and produced by the Automotive News Content Studio.
May 16, 2023 09:13 AM
by Sanjiv Yajnik
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    Taking the auto industry into the future means making the jump to a new way of thinking about car buying.

    While historically, the car buying process primarily started at the front doors of a dealership, consumers are increasingly turning to digital “doors” to initiate steps like researching vehicles, calculating their monthly payment and exploring financing options.

    In this shifting world of car buying, dealers must meet consumers at multiple entry points to the process—both online and in person.

    Buyers are demanding more information, transparency and choices through digital tools. They also value the in-person experience of visiting a showroom, meeting with a dealer face to face, discussing pricing and test driving the vehicle before they complete the purchase.

    Addressing both the online and in-person aspects of car buying is the most important challenge dealers face today. The ones to succeed will make the jump to give car buyers the best of both, creating a model that combines innovative digital tools with the benefits of going into the physical dealership—or what I call a “digical” experience. Dealers will open more entry points online throughout the process, ensuring consumers can easily connect with them—and eventually make their way to the front door of the dealership when they are ready.

    Dealers reading this may be thinking about how daunting this task is. But I believe by joining forces, we can work to tackle pain points in car buying and lead the industry in providing an amazing digical experience.

    The case for digical

    If you saw only television ads, you might think the entire car buying process is moving online, rather than the digical experience I’ve described. As in many other industries, auto faced a new demand for remote engagement during the COVID-19 pandemic, and digital pathways to research, shop and compare are more plentiful than ever.

    While some corners of the auto industry would argue dealerships are becoming obsolete, I believe dealers who are willing to take on today’s challenges will become integral to the auto industry—and it shows in the data.

    A car is one of the largest purchases people will make in their lifetime. In the 2023 Capital One Car Buying Outlook (CBO) survey—our annual study to better understand dealers’ and consumers’ perspectives on the car buying experience—two-thirds of car buyers told us they want dealers to enhance their digital tools. It’s not that dealers aren’t offering the tools, but car buyers’ expectations for how the tools create an easier overall experience are growing.

    Even with digital tools, many more car buyers also say in-person aspects of the buying process are important to them. In fact, nearly three-quarters say they want to communicate with dealers entirely in person and 92% say the test drive is important. Perhaps the most compelling data point: Fewer than 5% said they’d like to buy a car fully online.

    The data points to digical—but we can’t stop there.

    The role of trust and transparency

    The survey also gives us profound insights about the importance of trust and transparency in car buying. Simply put, every touch point needs to be consistent and lead to the same information.

    The vast majority of car buyers (88%) say trust is important when working with a car dealership—but far fewer (44%) actually trust dealerships. One of the best ways dealers can build trust with car buyers is to increase transparency in the process.

    It’s important to note that dealers have taken great lengths in recent years to increase transparency by using digital tools. However, it’s still not meeting the mark for today’s car buyer, where only 21% believe the car buying process is transparent.

    Consistency is a critical component of transparency, and represents an incredible opportunity for dealers. Digital tools that consumers can use to research prices, options and terms can help address transparency, but those tools don’t truly solve the problem if completely different numbers emerge upon visiting the dealership. That’s why it’s so important to coordinate the digital and in-person buying experience, rather than treating them like separate channels.

    Jumping to digical together

    If you’re a dealer who agrees that a digical experience is the future, it still may seem like a long road to achieve it. But we are working with dealers to reach this destination—both in financing and in other aspects of car buying through digital tools like Capital One Navigator Platform.

    We’ve been on a multi-year journey to help both dealers and consumers throughout the car buying process. And we’re continuing to drive innovation and evolve our suite of products to adapt to the changing landscape of the industry.

    The future of car buying is about meeting consumers where they are to create a seamless and transparent digical experience. Together, we can make the jump and transform the auto industry.


    Sanjiv Yajnik is President of Financial Services at Capital One, which includes overseeing the company’s Auto Finance business.

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        • Allstate: The ABCs of maximum F&I effectiveness
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        • Ally All Ears Podcast | How F&I is driving dealership profits
        • Ally All Ears Podcast | building customer loyalty during challenging times
        • Ally All Ears Podcast | reducing friction in the purchase process
        • Ally All Ears podcast: Tips for maintaining sales and F&I momentum in a higher-interest rate environment
        • Ally and APCO: Adjusting to the changing F&I landscape
        • Ally: All Ears Podcast : EVs & the service department of The future
        • Ally: All Ears Podcast Protecting your dealership and inventory against weather-related events
        • Ally: All Ears Podcast Protecting your dealerships against cyber-attacks
        • Ally: All Ears Podcast | Building trust to attract and retain customers
        • Ally: All Ears Podcast | Staying competitive with vehicle acquisition
        • Ally: All Ears Podcast | Used Car Bubble
        • Ally: All Ears Podcast | practices you may incorporate into your F&I department
        • Ally: All Ears Podcast: Building a culture of inclusion at your dealership
        • Ally: All Ears podcast Does your dealership have a talent management strategy?
        • Ally: All Ears podcast | Does your dealership have a talent management strategy?
        • Ally: All Ears podcast | Tips to refresh your F&I practices in 2023
        • Ally: All Ears podcast| The used-car bubble is bursting. What’s next?
        • Ally: Tips to refresh your F&I practices in 2023
        • Amazon Ads: Marketing tips for electric cars and alternative-fuel auto advertisers
        • Ansira: Building a multi-pronged marketing program at your dealership
        • Big Ass Fans: Reducing risk and productivity loss with Big Ass Fans & evaporative coolers
        • CDK Global: Shoppers make clear the service features they want
        • Capgemini: Unlocking the next turn in the mobility roadmap
        • Capital One Auto: Auto dealers are here to stay. Here’s the next step in their evolution
        • Capital One Auto: The future of car buying
        • Champ: The history of titling and the cost of human error
        • Concentrix: How can customer data drive a better automotive CX?
        • Cox: Automation and the future of automotive retail
        • Cox: Boost sales and profit by adopting tactics of forward-thinking dealers
        • Cox: Successful tactics of forward-thinking dealers
        • Cox: Transformation toward eCommerce in automotive retailing
        • Cox: Transforming F&I for Automotive eCommerce
        • Deloitte: ACCELERATING DIVERSITY, EQUITY AND INCLUSION
        • Dent Eliminators: Automotive Reconditioning in Dealerships: Adapting to New Challenges
        • Easycare: Reinventing the service contract for EVs
        • Easycare: The importance of benchmarking your reinsurance performance
        • Effectv: Why “Customer Lifetime Value” Should Be the Auto Advertising Buzz Word for 2023
        • Experian, GroundfTruth and Spectrum Reach: Dealership marketing: Navigating automotive advertising in a post-pandemic world
        • Experian: Evolving identity beyond the “who” to enable the “how”
        • Experian: Three steps to adapting to constant change in automotive marketing
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        • HYUNDAI: We’re not waiting for the future. We’re creating it.
        • Haig Partners: Buy-Sell Q&A: Where the Automotive M&A Market is heading
        • Haig: BUY-SELL Q&A: How To Set a Record: Anatomy Of a Deal That Delivered
        • Haig: BUY-SELL Q&A: Value Of Buying vs. Benefit Of Selling Dealerships Today
        • Haig: Buy-Sell Q&A | Advisors add value to sales process
        • Haig: Buy-Sell Q&A | Navigating partial dealership sales
        • Haig: Buy-Sell Q&A | growth drives value
        • Haig: Buy-Sell Q&A: Future-proofing your dealership
        • Haig: Buy-Sell Q&A: What is the value of an M&A advisor?
        • Hesai Technology: Lidar technology continues to gain momentum
        • Hyundai: Hyundai's vision for the progress of humanity
        • JM&A Group, Easycare, Assurant: Unlocking new opportunities in F&I with digital retailing
        • KEYSIGHT TECHNOLOGIES AND MAHLE INDUSTRIES INC.: Plugging Away on Batteries Without Getting Jolted
        • Kerrigan Advisors: Interview with Baxter Auto Group
        • Kerrigan Advisors: Interview with Hitchcock Automotive
        • Kerrigan Advisors: Interview with Keyes Motors
        • Kinsel Motors: A century-long legacy sold to Aoggett Automotive Group - Family’s perspective on the sale and the future of auto retail
        • LUXOFT: How are software-defined vehicles disrupting the automotive industry?
        • Luxoft: See it, hear it, feel it: How driving assistants grab your attention
        • NEXTEER AUTOMOTIVE AND ETAS INC: Software-defined vehicles will transform auto industry
        • OEC: How to understand what customers are saying when they’re not saying it
        • PACE: Electrification Technology: Once the supply chain gets over the shock, EVs offer opportunities
        • Pace Program Navigating advanced driver-assistance systems
        • Phone Ninjas: 5 Reasons you need to use phone scripts for your dealership
        • REYNOLDS & REYNOLDS: Creating great retail customer experiences
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        • Rey and Rey: Automation and the future of automotive retail
        • Route One: Trends in vehicle buyer expectations
        • Routeone: Building a digital vehicle purchase path
        • Routeone: The benefits of robust dealership reporting tools
        • Siemens: The impact of vehicle electrification and connectivity on electrical system design
        • Spectrum Reach: Is Your Advertising Reaching All Generations of Car Buyers?
        • Spectrum Reach: Playing to win: How automotive dealers can capitalize on sports marketing
        • Spectrum Reach: Use data and the power of multiscreen TV to drive more traffic
        • Swiss Re: Insurers and car manufacturers: how to unlock the potential of true collaboration
        • Syntax: Digital factory-as-a-service: The fast lane to digital transformation
        • Text2Drive: Digital retailing meets the service department
        • Trimble: The future of autonomous vehicles speeds ahead
        • Truist: Capitalize on the changing structure of auto retailing
        • Truist: Prepare now for the next era of automotive retailing
        • URBAN SCIENCE: Parts & Service: Building the Service Operation of the Future
        • Urban Science: Promoting dealer-consumer alignment across continued industry evolution
        • Volta: Electric vehicles are here — Is your marketing department ready?
        • Walbridge: Video | Walbridge Chairman on how automotive companies are navigating the electrification boom
        • Western Digital: To Meet Consumer Demand, Automakers Must Double Down on Agile Development
        • Wipro: How generative AI becomes a catalyst in the softwarization of automobiles
        • Wipro: How to address safety and security for software-defined vehicles
        • Wipro: How today’s tech decisions drive tomorrow’s sales
        • Wipro: Software Helps Address the Affordability Challenge
        • Wipro: The Promise of Software-Defined Vehicles and the Cloud Car Ecosystem
        • Wipro: Video | Wipro CTO on how OEM's are leveraging software-defined vehicle technology
        • Notarize: What to expect for the future of auto sales
        • Seagate: Unlocking value from connected-car data
        • Amazon Web Services: AI-powered supply chain decision-making
        • Epic Games: Five ways in-car designs will change in the next five years
        • Haig Partners: How are dealerships being valued today?
        • Haig Partners: Dealership consolidation trends
        • Haig Partners: Dealership valuation trends
        • Haig Partners: Dealership succession planning
        • Ally: Navigating the future of automotive retailing
        • Google: How a century-old brand is transforming the auto industry
        • Car Wars: Is a Rise in Service Leading to Poor Customer Satisfaction?
        • Solera | DealerSocket: Four real-time integrations that can save your dealership time
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        • Kerrigan Advisors: Blue Sky Update Q4 2021
        • Qualcomm: Trading multi-year design cycles for on-demand features and experiences
        • Twitter: EV adoption is happening...in an unexpected place
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