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Currently, digital technology plays a key role in the automotive purchase journey, and manufacturers have already set their new goals for the coming years: the development of e-commerce!

Driven by the demands of emerging markets, this new sales channel is heavily invested in by brands and dealerships. Moreover, thanks to digital transformation and the widespread use of computers, smartphones, and tablets, it is now possible to buy almost anything online, and the automotive market has grown significantly since this purchase option emerged.

Creating an e-commerce website and implementing a mobile application has become a crucial and nearly unavoidable step for any company looking to grow. According to the latest Capgemini study, even long-established industries like automotive have turned to digital solutions to anticipate new consumer habits.

The Online Automotive Market:

Facing the potential of e-commerce and evolving consumer expectations, automotive manufacturers and dealerships have decided to invest in the e-commerce channel. Selling a car online has become increasingly common in Europe; the first experience was by the French automaker Groupe PSA with online sales of new cars!

Following PSA, other automakers, such as Italian brand FIAT, have started the same process. Fiat offered three new vehicle models on its e-commerce platform.

To encourage customers to make a purchase, discounts of up to 28% were applied. After completing their online purchase, Italian consumers had to choose a dealership from which to collect their car.

According to a survey conducted by Fiat, 50% of Italians were ready to buy a car online, but the majority still preferred to pick it up at a dealership. The success of this operation is proven by its continuation in March 2017.

Other dealerships, such as Volkswagen in Denmark and Hyundai in the UK, have been offering cars online for several years.

The Influence of Digital on Automotive Purchasing:

Like any other sector, automotive is heavily influenced by new technologies and web trends. French consumers are increasingly researching online before visiting a dealership. Buyers gather detailed information about brands and models to make informed purchase decisions. The internet allows users to compare and analyze different brands and models from home.

The most important purchase criteria for customers are price, design, and technical and safety features. This information is available through detailed technical sheets on websites or other digital platforms provided by the automotive brand.

Additionally, consumers can now access online tutorials for checking oil levels, changing a wheel or battery, reducing the need to visit a garage for vehicle maintenance.

Smartphone and tablet apps are increasingly used, offering additional services such as online diagnostics, budget management for purchasing a car, and managing various accessories.

With the latest web and mobile technology solutions, MOJJOO agency can support you in building an effective digital strategy in the automotive sector. Contact our team for more information.