Who will occupy the touchpoints that deliver a satisfying customer experience?
Digital increases the number of customer touchpoints on the car-buying journey, all of which need to be occupied. Which will be handled by the OEM, which by the dealer, and which by online portals or platforms?
What are the future roles of the OEM and the dealer?
Both want to stay close to the customer and both will have customer data, or at least the opportunity to generate customer data. OEMs, however, will be better positioned to develop comprehensive customer insights, thanks to driving profiles generated via the big data capture capabilities of connected cars.
What is the right mix of future retail formats?
The traditional, three-tier distribution system (OEM/wholesaler/dealer) is becoming restrictive. The industry needs omni-channel strategies.