2024年汽车直营销售白皮书

Direct-to-Consumer (D2C) sales in the automotive industry are becoming inevitable as consumer demand shifts toward convenience, transparency, and control. The pandemic accelerated this trend by demonstrating that customers are willing to purchase high-value vehicles without physical interaction, pushing automakers to reconsider traditional dealership models. However, transitioning to D2C requires more than a basic online presence; it demands seamless, frictionless experiences that balance digital efficiency with in-person support for complex scenarios. Despite challenges like franchise laws in the U.S. and the need for physical product interaction, D2C is gaining traction, driven by technological advancements such as electrification, connectivity, and mobile commerce.

Key drivers include changing customer expectations, particularly among younger generations who prioritize digital engagement. Over 55% of consumers prefer buying directly from brands, a trend visible in EV startups like Tesla, Polestar, and Rivian, which have embraced D2C to offer customization and direct ownership. Legacy brands are also adapting, using tools like "build your own" configurators and virtual test drives to enhance digital experiences while maintaining physical touchpoints. OEMs must integrate online and offline channels into a unified omnichannel strategy, ensuring cost efficiency and personalized interactions.

The shift impacts dealership business models, which traditionally rely on post-purchase services for 50% of gross margins. With BEVs expected to reduce aftermarket spend by 40% compared to ICE vehicles, dealerships face diminished roles. New ownership models, such as subscriptions and car-sharing, further challenge traditional sales structures. OEMs need to develop modular tech platforms that support localized adaptations and evolve with market needs, while also addressing data privacy and regulatory hurdles. In the U.S., only 22 states allow direct sales, complicating nationwide implementation, whereas the EU offers more flexibility.

Collaboration between OEMs and dealerships remains critical. Both parties must align on digital integration, optimize retail formats (e.g., experience centers), and redefine roles in the customer journey. Valtech highlights the importance of co-developing solutions that merge digital capabilities with physical experiences, such as the Electric Driving hub for Volkswagen and Toyota's online sales platform. The automotive ecommerce market is projected to grow at a 24.8% CAGR through 2030, reflecting the industry's urgent need to innovate. Success hinges on organizational commitment, digital talent investment, and creating customer-centric experiences that span pre-purchase research, test drives, and post-sale services.