The automotive industry is in the midst of a profound transformation. As digital technologies reshape consumer expectations and disrupt traditional business models, the role of the dealer is evolving from a transactional sales agent to a critical orchestrator of seamless, customer-centric experiences. At the heart of this evolution lies a complex challenge: integrating data across original equipment manufacturers (OEMs), national sales companies (NSCs), and dealer networks to deliver unified, frictionless journeys that span both digital and physical touchpoints.
For decades, the automotive sales model has been defined by operational silos. OEMs, NSCs, and dealers each manage their own systems, processes, and customer data. While this structure once supported clear lines of responsibility, it now creates significant pain points:
These challenges are not just technical—they are organizational. Concerns around data ownership, privacy, and competitive advantage have historically hindered collaboration between OEMs and dealers. Yet, as digital disruptors and forward-thinking brands raise the bar for convenience and personalization, the cost of inaction is growing.
The path forward requires a fundamental shift in both technology and mindset. Leading automotive organizations are embracing modern digital experience platforms (DEPs) and open data strategies to break down silos and enable seamless, omnichannel journeys. Here’s how:
By centralizing and integrating data from OEMs, NSCs, and dealers, organizations can create a 360-degree view of each customer. This enables:
Modern DEPs allow customers to start their journey online—researching, configuring, and even purchasing vehicles—and transition effortlessly to in-person experiences such as test drives or delivery, with all preferences and history carried over. This eliminates redundant data entry and ensures a consistent, high-quality experience.
Platforms that integrate data across the ecosystem empower all stakeholders to collaborate more effectively, share best practices, and deliver a truly customer-centric experience. As artificial intelligence and machine learning capabilities mature, these platforms further enable predictive analytics, next-best-action recommendations, and proactive customer engagement.
While the benefits of data integration are clear, implementation requires more than technology. It demands a cultural shift toward trust-based partnerships, supported by robust data governance and clear value propositions for all parties. OEMs and NSCs must take the lead in fostering open collaboration, demonstrating how shared data can drive mutual growth and profitability. This includes:
Several leading automotive brands are already demonstrating the power of integrated digital and physical experiences:
For example, one global OEM piloted a digital ecosystem in a regional location, allowing customers to shop for and buy a car from home, then visit a concept store for a test drive or in-person consultation. All customer data and preferences were accessible to staff, ensuring a seamless, personalized experience whether online or offline. Another brand’s digital showroom enabled buyers to configure their dream car, view it in life-size, and access real-time pricing and availability, driving significant increases in sales and customer satisfaction.
The integration of OEM, NSC, and dealer data is not just a technical upgrade—it is a strategic imperative. Organizations that achieve a unified, 360-degree customer view unlock significant business value:
Research shows that customer experience leaders consistently outperform the market, with digitally mature organizations far more likely to achieve market-leading profitability. As the automotive landscape continues to evolve, those who invest in data integration and orchestration will be best positioned to thrive.
To succeed in the future of automotive retail, OEMs and dealers should:
The integration of digital and physical experiences is rapidly becoming the new standard in automotive retail. As customers demand more convenience, personalization, and transparency, the winners will be those who can deliver a seamless, omnichannel journey powered by data and collaboration. By bridging the gap between online research and in-person engagement, and by leveraging the strengths of both digital and physical channels, automotive players can create lasting value for customers and drive sustainable growth in a dynamic market.
Publicis Sapient stands ready to partner with OEMs, NSCs, and dealers on this journey, bringing deep expertise in digital transformation, data strategy, and customer experience to help shape the future of automotive retail.