And automakers and car dealers will need to adapt quickly and track these changes to build a customer-centric ecosystem.īeyond these globally consistent findings, several regional and country specifics surface, highlighting the need for locally targeted sales approaches. Bain’s recent study of more than 5,000 car buyers from five of the largest car markets (China, Germany, India, the UK and the US) offers a penetrating view of these new customer buying behaviors (see Figure 1). To get there, automakers and dealers will need a deep understanding of the evolving nature of car-buying behavior, in order to begin reshaping their approach. It goes far beyond websites, online configurators and mobile apps and requires a considerable transformation of the model to deliver a true omnichannel customer experience. Conditioned by Amazon and other online experiences, car buyers increasingly follow omnichannel customer episodes: They research, select and buy cars in different ways than their non-digital predecessors, and increasingly they expect the same capabilities and service quality when shopping for cars as they experience in other aspects of their digital lives.įulfilling the needs of these consumers may appear straightforward at first, but building the necessary capabilities requires significant effort. ![]() ![]() Digital natives are becoming mainstream car buyers with completely new expectations, and older generations are picking up new habits. However, car-buying behavior is changing in ways that will force radical and disruptive change in auto sales.
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