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Automotive Online Sales: The Direct Route to the Customer

Core Content

This report explores the growing trend of online car sales in the automotive industry, highlighting the potential for disruption and the need for OEMs to adapt to new customer expectations. It draws on customer feedback from surveys in the USA, Germany, and China, as well as insights from industry experts and Capgemini specialists.

Main Points and Key Insights

1. An Appetite for Online Sales

• Customer Interest: Over 75% of customers are willing to buy a new car online, indicating a strong demand for digital car purchasing.
• Driver Factors: Price benefits, time savings, comparability, and convenience are the main reasons for this interest.
• OEM Initiatives: Some OEMs like Tesla, BMW, Volvo, SAIC, and Changan have launched online sales pilots. Fiat Chrysler has also partnered with Amazon in the Italian market.
• Tech Platforms: While there is some interest in third-party tech platforms like Google or Apple, customers generally trust established OEMs and traditional car retailers more.

2. The Era of Disruption

• Customer Expectations: Customers now expect a seamless, convenient, and transparent online purchasing experience similar to that of other e-commerce sectors.
• New Models: The rise of mobility services and the potential for "Amazonification" of the auto industry are reshaping the landscape.
• Future Trends: With the emergence of driverless cars, the emphasis may shift from physical experience to product features and benefits, making online sales more viable.

3. Challenges and Opportunities

• Key Obstacles: Test drives, price negotiation, and data security are the most significant barriers to 100% online car sales.
• Customer Needs: Customers want personal interaction, guidance, and support during the online process. They also seek the ability to compare prices and features across brands.
• Technological Solutions: Augmented Reality (AR) and Virtual Reality (VR) can help simulate the test drive experience. Data security and payment transparency are critical to building trust.
• Partnerships: Collaboration with banks and integration with online payment platforms can enhance the online purchasing experience and reduce paperwork.

4. Overcoming Obstacles

• Data Security: Customers, especially in growth markets like China, are concerned about the security of their financial and personal data during online transactions.
• Paperwork and Process: Customers expect digital solutions for contract signing, payment authorization, and other administrative tasks.
• Customer Experience: OEMs must ensure that online sales are as seamless and customer-friendly as traditional sales, including the availability of live chat support and virtual agents.

Recommendations

• Enhance Online Experience: OEMs should invest in technologies that provide a comprehensive and interactive online experience, including AR/VR, video identification, and digital signature capabilities.
• Integrate Physical and Digital: Combine online and offline sales by offering hybrid showrooms with digital elements to maintain the personal touch.
• Address Price Transparency: Implement price comparison tools and provide clear pricing guarantees to meet customer expectations.
• Improve Trust: Ensure secure and transparent financial processes, and build trust through partnerships with trusted banks and payment platforms.
• Expand Offerings: Provide a wide range of add-on products and services online, such as insurance, parts, and lifestyle services, to meet the holistic needs of customers.

Conclusion

The automotive industry is on the brink of a major transformation due to the increasing demand for online car sales. OEMs must respond to this shift by developing robust digital sales models that meet customer expectations in terms of convenience, transparency, and security. By leveraging technology and forming strategic partnerships, OEMs can position themselves as leaders in the evolving e-commerce landscape.