The automotive industry is in the midst of a digital revolution, but the journey is far from uniform across the globe. Nowhere is this more evident than in the contrasting landscapes of Europe and the United States. As digital transformation reshapes how consumers research, purchase, and experience vehicles, understanding these regional nuances is essential for OEMs and dealers seeking to deliver frictionless, customer-centric experiences and unlock new value in a rapidly evolving market.
Car ownership remains a significant milestone on both continents, but the motivations and methods are diverging. In the U.S., car ownership is deeply ingrained—over 90% of households own at least one vehicle, and 74% of owners express a strong emotional connection to their cars, often viewing them as extensions of their identity and lifestyle. Americans are more likely to prioritize personal mobility and see their vehicle as a reflection of who they are.
In Europe, while car ownership is still important (with 50% of surveyed Europeans saying it matters to them), the landscape is shifting. Flexible mobility solutions such as leasing, subscriptions, and car sharing are gaining traction, especially in urban centers. For example, 17% of Europeans lease their car, 29% own outright, and 54% buy on finance. The rise of alternative ownership models is particularly pronounced in cities, where access and flexibility often outweigh the desire for outright ownership. This trend is accelerating as sustainability, cost, and convenience become top priorities for European consumers.
Dealerships remain a cornerstone of the car buying journey in both regions, but their roles are evolving in distinct ways. In the U.S., dealerships are still the primary channel for vehicle purchases, with 90% of consumers indicating they are likely to buy from a dealer. However, the digital shift is unmistakable: consumers increasingly start their journey online, researching models, comparing features, and even configuring vehicles before ever stepping foot in a showroom. Younger generations, in particular, are driving demand for digital tools that streamline paperwork, improve information quality, and provide transparent pricing.
In Europe, the dealership’s role is also changing, but with unique twists. Many European markets are moving toward made-to-order models, where dealerships hold minimal inventory and vehicles are configured to customer specifications, then delivered weeks or months later. This approach, already common in countries like Germany and Sweden, is being accelerated by supply chain disruptions and changing consumer expectations. European consumers are also more open to direct-to-consumer (D2C) models, with some markets—such as the UK and parts of Scandinavia—seeing a rise in online-first sales and manufacturer-owned retail experiences.
While both regions are embracing digital, the extent and nature of online car buying differ. In the U.S., most consumers still prefer to complete the final steps of the purchase in person, valuing the opportunity to test drive, negotiate, and build relationships with dealership staff. However, a growing segment is comfortable conducting much of the process online, especially initial research and vehicle configuration. Only a minority are ready for a fully digital, end-to-end transaction.
In Europe, digital adoption is more advanced in certain markets. Consumers are increasingly comfortable with online research, configuration, and even purchase—particularly for subscription and leasing models. The ability to compare vehicles, access transparent pricing, and arrange delivery online is seen as a major convenience. Yet, the in-person test drive and final handover remain important touchpoints, underscoring the need for seamless omnichannel experiences that blend digital and physical interactions.
Both regions are witnessing the rise of new mobility models, but with different emphases. In Europe, car subscriptions and sharing services are rapidly gaining ground, especially among younger, urban consumers. These models offer flexibility, bundled services, and the ability to switch vehicles as needs change. A significant portion of Europeans now consider subscriptions or sharing as viable alternatives to traditional ownership, motivated by convenience, cost, and sustainability.
In the U.S., interest in subscriptions and car sharing is growing but remains more niche. Americans are more likely to express interest in digital services that enhance ownership—such as online service scheduling or membership programs for discounts—than in giving up ownership altogether. However, as urbanization increases and attitudes toward mobility evolve, these models are expected to gain traction.
Across both regions, expectations for connected technology in vehicles are high. Consumers want features like backup cameras, Bluetooth connectivity, navigation systems, and remote diagnostics as standard. Demand is especially strong among younger buyers, and half of respondents in global surveys are willing to pay more for these features. The integration of digital services—such as predictive maintenance, personalized content, and seamless app connectivity—is becoming a key differentiator for OEMs.
The future of car buying is not one-size-fits-all. Regional differences in consumer attitudes, dealership roles, and digital adoption require nuanced, data-driven strategies. By understanding and responding to these local dynamics, OEMs and dealers can position themselves as trusted partners in the evolving mobility landscape—delivering experiences that resonate with customers on both sides of the Atlantic.
Publicis Sapient stands ready to help automotive brands navigate this transformation, leveraging deep expertise in digital business strategy, customer experience, and technology integration to unlock new value in every market.