The automotive retail industry is in the midst of a profound transformation. Traditional dealership models—once the cornerstone of car buying—are rapidly evolving as digital commerce, artificial intelligence (AI), and omnichannel experiences redefine how consumers research, purchase, and interact with vehicles. For original equipment manufacturers (OEMs), dealer networks, and retail strategists, the imperative is clear: embrace digital transformation to deliver seamless, personalized, and efficient customer journeys that span both online and offline touchpoints.
Today’s automotive customers expect more than a showroom visit. They want to research vehicles online, configure options digitally, and even complete purchases without ever stepping foot in a dealership. This shift in expectations is driving OEMs and dealers to integrate digital platforms, unify customer data, and deliver consistent, high-quality experiences at every stage of the journey. The result is a move from transactional sales to connected commerce—where every interaction is an opportunity to build loyalty and create lasting value.
Publicis Sapient stands at the forefront of this transformation, helping automotive clients reimagine their business models and customer engagement strategies. Leveraging our SPEED capabilities—Strategy, Product, Experience, Engineering, and Data & AI—we enable organizations to move beyond the showroom and into the future of omnichannel automotive retail.
The rise of connected commerce is revolutionizing how automotive brands engage with customers. Integrated digital platforms now allow consumers to seamlessly transition from online research to in-person test drives, financing, and after-sales service. Publicis Sapient’s Connected Commerce solutions empower automotive brands to:
In a data-rich industry, the ability to harness and activate customer insights is a key differentiator. Publicis Sapient’s Customer Data Platform (CDP) Quickstart approach accelerates digital transformation by breaking down data silos and enabling real-time, personalized engagement. Automotive brands can:
A notable example: aligning dealer inventory, customer offers, and media spend for a major automotive client resulted in a 60% reduction in insight delivery time and a 50% reduction in hosting costs—demonstrating the tangible impact of data modernization.
Publicis Sapient’s impact extends to the very core of automotive retail. For one of the world’s largest automakers, we built a digital showroom that consolidates online car shopping data from 190 markets and 105 countries. This cloud-native platform uses AI and machine learning to:
The results are transformative: a 900% increase in test drives and significantly improved conversion rates. By harnessing predictive analytics and real-time data, manufacturers can engage customers with the right message at the right moment, driving both loyalty and business growth.
AI-powered predictive maintenance is transforming the post-purchase experience for both customers and dealers. Publicis Sapient’s Connected Car solution enables car owners and fleet managers to receive proactive service recommendations, avoid unexpected breakdowns, and enhance overall vehicle safety. These solutions:
The next frontier for automotive brands is the creation of end-to-end digital ecosystems that connect customers, vehicles, partners, and infrastructure. Publicis Sapient helps clients build these ecosystems by:
Platforms like the award-winning Renault Plug Inn—an AI-powered peer-to-peer EV charging network—exemplify this shift, transforming the automotive value chain from a linear transaction to a dynamic, collaborative network.
Publicis Sapient’s AI-driven transformations deliver tangible business results:
Our leadership in AI-driven experience transformation is consistently recognized by industry analysts and clients, with accolades for our ability to combine creativity, design, and technology to drive measurable value.
What sets Publicis Sapient apart is our commitment to human-centered design. We believe technology should enhance—not replace—the human element in every interaction. Our AI solutions are designed to keep people in the loop, foster emotional connections, and deliver outcomes that matter. We also prioritize ethical AI development, ensuring transparency, fairness, and alignment with our clients’ values.
As the automotive industry accelerates into the future, AI and data will be the engines driving new forms of mobility, customer engagement, and business growth. Publicis Sapient is uniquely positioned to guide automotive OEMs, dealer networks, and retail strategists on this journey—from imagination to realization. With a blend of visionary strategy, technological prowess, and a relentless focus on human experience, we help our clients set new standards for digital excellence in automotive retail.
Ready to transform your automotive retail experience? Connect with Publicis Sapient’s experts to start your journey toward AI-driven, omnichannel excellence.
Publicis Sapient is a digital business transformation company. We partner with global organizations to help them create and sustain competitive advantage in a world that is increasingly digital. Our SPEED capabilities—Strategy, Product, Experience, Engineering, and Data & AI—enable us to deliver meaningful impact through reimagining the products and experiences customers truly value.
For more information, visit publicissapient.com.