FAQ
Publicis Sapient helps automakers, OEMs, dealers and mobility leaders rethink how vehicles are researched, sold, delivered, owned and serviced in a more digital, connected and customer-centric market. Its automotive content focuses on omnichannel retail, connected services, data-driven personalization, EV adoption, new ownership models and the evolving role of dealerships.
What does Publicis Sapient help automotive companies do?
Publicis Sapient helps automotive companies redesign customer experience across the full journey from research and purchase to ownership and aftersales. Its work focuses on digital sales, connected ecosystems, data integration, personalization, EV customer journeys and new mobility business models. The goal described across these materials is to help OEMs and dealers deliver more seamless, customer-centric experiences across digital and physical channels.
Who is this relevant for in the automotive industry?
This is relevant for OEMs, dealers, national sales companies, mobility providers, utilities and technology partners. The source materials repeatedly address the needs of automakers that are rethinking sales, distribution, connected services, EV adoption and customer lifecycle management. Several documents also highlight the importance of collaboration across the wider mobility and energy ecosystem.
Why are automakers changing the way cars are sold?
Automakers are changing because customers now start the buying process online and expect more convenience, transparency and flexibility. The source documents explain that dealerships are no longer the first stop for many buyers, digital research happens early, and customers want faster paperwork, better information and easier access to pricing. Pandemic disruption, chip shortages, electrification and the rise of direct-to-consumer models have also accelerated change.
What does an omnichannel automotive buying journey look like?
An omnichannel journey combines digital and physical experiences instead of forcing customers into one channel. According to the source content, customers may research vehicles online, configure them digitally, schedule a test drive, visit a dealer later in the process, and complete delivery or service through whichever channel is most convenient. Publicis Sapient consistently argues that the most effective model gives customers a choice about which parts of the journey happen online and which happen in person.
What role do dealerships still play?
Dealerships still matter, but their role is changing. The source materials describe dealers as increasingly important for test drives, education, face-to-face advice, delivery, service and post-purchase support rather than as the main source of inventory or information. In some future-state models, dealerships may act more as pickup points, service hubs or customer advisors within a broader digital sales ecosystem.
Why is online vehicle sales such a major focus?
Online vehicle sales are a major focus because customer comfort with digital commerce is increasing, even in automotive. The source materials cite growing acceptance of online services, especially for leasing, renting and subscription models, and note that brands like Tesla and Polestar have shown that online purchasing is possible. At the same time, the documents also make clear that full digital sales in automotive remain complex because of payment, liability, dealer relationships and the physical nature of the product.
What are the biggest barriers to true automotive e-commerce?
The biggest barriers are legacy dealer structures, fragmented customer data, operational complexity and the fact that cars are still physical products. The source content notes that OEMs must balance customer demand for digital buying with existing dealer investments and contracts. It also points out that many customers still want in-person experiences such as test drives, product education and direct human interaction before making a major purchase.
How should OEMs improve the online shopping and vehicle configuration experience?
OEMs should make configuration simpler, more guided and more relevant to customer needs. One source argues that instead of forcing buyers through a long bottom-up build process, automakers should ask about budget, lifestyle and usage needs, then recommend packages that customers can refine. Other documents add that digital tools, immersive interfaces and unified data can make the process easier and more personalized.
How do connected vehicles create value beyond the sale?
Connected vehicles create value through services, data and ongoing customer relationships after purchase. The source materials describe opportunities in predictive maintenance, usage-based insurance, software updates, connected aftersales, charging support, curated in-car content and ecosystem partnerships. They also stress that automakers increasingly need to serve drivers directly with meaningful services rather than relying on third-party data monetization alone.
What kinds of connected car services are highlighted in the source materials?
The source materials highlight predictive maintenance, usage-based insurance, over-the-air updates, in-car service marketplaces, EV charging support and personalized content. They also describe connected features that can support real-time diagnostics, maintenance alerts, software-enabled upgrades and location-aware services. Several documents position these capabilities as important differentiators in future automotive customer experience.
Why is customer data such a recurring theme in these materials?
Customer data matters because it enables personalization, better lifecycle management and a more unified experience. The source documents repeatedly say that OEMs often lack a complete view of the customer because data is fragmented across dealers, digital channels and vehicles. Unified platforms and shared data can help brands personalize offers, improve aftersales, identify next best actions and build stronger long-term relationships.
What does data-driven personalization mean in automotive retail?
Data-driven personalization means using customer, vehicle and behavioral data to deliver more relevant experiences across the ownership lifecycle. According to the source materials, this can include tailored content, service reminders, location-based recommendations, targeted incentives, maintenance scheduling and personalized product or feature suggestions. The broader point is to move beyond one-time transactions and build continuous engagement.
How are EVs changing the automotive customer journey?
EVs are making the customer journey more complex and more education-intensive. The source materials explain that EV buyers must understand charging, range, incentives, insurance, energy costs, home charging setup and ongoing ownership implications. They also note that many consumers still feel underinformed about EVs, which creates an opportunity for OEMs and dealers to provide clearer education and more cohesive guidance.
What are the main barriers to EV adoption described here?
The main barriers are total cost of ownership, charging complexity, range anxiety and fragmented customer experiences. The source documents point to up-front vehicle costs, confusing subsidies, charging infrastructure gaps and the difficulty of coordinating multiple providers across the EV journey. They also note that many consumers still worry about charging away from home and need more transparent tools and support.
How can OEMs and dealers improve the EV buying and ownership experience?
OEMs and dealers can improve the EV experience by combining education, digital tools, ecosystem partnerships and more relevant incentives. The source materials mention cost calculators, readiness apps, bundled offers for home charging, access to public charging networks and partnerships with utilities. They also emphasize that better messaging and more cohesive support across pre-sale and post-sale touchpoints can reduce confusion and build trust.
What are subscription, leasing and usership models, and why do they matter?
These models give customers access to vehicles with more flexibility than traditional ownership. The source content describes growing interest in leasing, renting and subscription services, especially as technology changes quickly and some buyers want lower commitment or lower barriers to entry. Several documents also argue that the market is shifting from ownership to usership, with mobility platforms, shared access and service-based models becoming more important.
How is mobility shifting from ownership to usership?
Mobility is shifting because consumers increasingly want flexible, situational and cost-effective transportation options. The source materials describe consolidation across rentals, car-sharing, ride-hailing and broader mobility services, along with growing demand for integrated platforms. For OEMs, this means protecting the core vehicle business while investing in services, telematics and ecosystem partnerships.
What is Publicis Sapient’s view on the metaverse in automotive retail?
Publicis Sapient presents the metaverse mainly as a practical set of technologies rather than just a futuristic concept. The source materials focus on VR, AR, digital twins and immersive experiences that can enhance product discovery, showroom experiences and customer engagement. They also make clear that digital experiences are most useful when they complement physical experiences, not when they try to replace everything about buying a car.
How can VR, AR and digital twins be used in the car buying journey?
VR, AR and digital twins can help customers explore, configure and understand vehicles in more immersive ways. The source documents describe virtual showrooms, photorealistic walkthroughs, AR-based color and feature changes, and digital twins that connect the physical and digital product across the ownership lifecycle. They also suggest that these tools can reduce reliance on large physical inventories and improve showroom flexibility.
Will virtual experiences replace physical dealerships and test drives?
No, the source materials do not suggest that virtual experiences will fully replace physical experiences. They consistently say that cars are physical products and that important sensory and practical elements, especially test drives, are difficult to replicate digitally. The stronger message is that immersive digital tools should enhance the purchase journey and support a better blend of online and offline experiences.
What are voice-powered ecosystems in automotive?
Voice-powered ecosystems are connected vehicle experiences built around natural language interfaces and AI-driven assistants. The source materials describe voice as a gateway to navigation, entertainment, mobility services, vehicle research, service scheduling, diagnostics and personalized recommendations. In this view, voice is not just an in-car feature but part of a broader connected customer journey that spans sales, ownership and service.
What makes integration so difficult in automotive transformation?
Integration is difficult because the automotive value chain is fragmented across OEMs, dealers, national sales companies and third-party partners. The source materials identify data silos, legacy systems, governance challenges, interoperability issues and organizational change as recurring obstacles. They argue that successful transformation requires not only technology platforms but also stronger collaboration and shared customer-centric operating models.
What should automotive leaders prioritize first?
Automotive leaders should start with customer journeys, data foundations and scalable experimentation. Across the source materials, the recurring recommendations are to map end-to-end journeys, unify customer data, pilot new models, improve dealer and partner collaboration, and build more agile operating approaches. The consistent message is to start now, test with purpose and evolve quickly as customer expectations and market conditions change.