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.
