The automotive industry is in the midst of a profound transformation. As original equipment manufacturers (OEMs) and mobility providers shift from traditional product sales to customer-centric, service-driven models, the ability to deliver personalized experiences across the entire ownership lifecycle has become a critical differentiator. At the heart of this evolution is the Customer Data Platform (CDP)—a technology that unifies fragmented customer data, orchestrates seamless omnichannel journeys, and unlocks new revenue streams, from direct-to-consumer (D2C) sales to aftersales and connected services.
Today’s automotive customers expect more than just a vehicle—they demand tailored experiences that anticipate their needs, preferences, and behaviors. Research shows that 86% of consumers are more likely to engage with an automotive brand that offers personalized experiences, such as storing purchase or maintenance history, sending timely service reminders, or enabling recurring maintenance appointments. These expectations span the entire customer journey, from initial research and purchase to ongoing ownership and service.
However, delivering on this promise is complex. Customer data is often scattered across OEMs, dealerships, and digital touchpoints, making it difficult to build a unified view of each individual. First-party data (collected directly by OEMs) and second-party data (held by dealerships and partners) are frequently siloed, leading to incomplete profiles and missed opportunities for engagement.
A robust CDP is the foundation for overcoming these challenges. By aggregating and reconciling data from multiple sources—including sales, service, digital interactions, and connected vehicle telemetry—a CDP enables OEMs and mobility providers to create a single, comprehensive profile for every customer. This unified view is essential for:
Publicis Sapient’s expertise in big data engineering, customer identity mapping, and master data management ensures that automotive clients can collect, cleanse, and connect first- and second-party data securely and compliantly. This enables not only a holistic understanding of each customer but also the ability to act on those insights in real time.
With a unified customer profile in place, automotive brands can orchestrate highly personalized experiences that drive engagement, loyalty, and lifetime value. Examples include:
These capabilities not only enhance the customer experience but also open new avenues for revenue generation—transforming one-time buyers into lifelong brand advocates.
The move toward D2C models is accelerating in automotive, with brands like Tesla and Polestar setting the standard for direct relationships with customers. A CDP empowers OEMs to:
By breaking down data silos and enabling real-time engagement, automotive brands can respond dynamically to customer needs, anticipate future demand, and differentiate themselves in a crowded market.
Publicis Sapient’s deep partnership with Salesforce brings industry-leading technology and domain expertise to automotive clients. Salesforce’s Data Cloud and CDP capabilities allow for:
For example, a customer who schedules a service appointment online can receive a personalized offer for a software upgrade while waiting at the dealership, or a push notification about a new EV charging feature as soon as it becomes available.
Embarking on a data-driven personalization initiative requires a clear vision, the right technology, and a trusted partner. Publicis Sapient’s Salesforce Practice combines strategy, creative, and user experience expertise to guide automotive clients from assessment to activation. Our Personalization Virtual Lab and CDP Quickstart solutions help organizations:
As the automotive industry continues to evolve, data-driven personalization will be the key to maximizing customer lifetime value and unlocking new growth opportunities. By unifying fragmented data, orchestrating personalized experiences, and leveraging advanced platforms like Salesforce, OEMs and mobility providers can build lasting relationships, drive loyalty, and lead the next era of mobility.
Ready to accelerate your journey? Publicis Sapient is here to help you transform data into value—one personalized experience at a time.