The automotive industry stands at a pivotal crossroads. The rapid acceleration of direct-to-consumer (DTC) ecommerce, fueled by shifting consumer expectations, digital-first disruptors, and the transformative impact of COVID-19, is fundamentally reshaping how vehicles are bought and sold. For original equipment manufacturers (OEMs) and dealer networks, this is not just a technological evolution—it’s a strategic inflection point that demands new models of collaboration, data sharing, and customer-centricity.
For years, the auto industry has debated the merits of digital sales. The rise of Tesla’s direct sales model and Carvana’s customer-first, online-centric approach have proven that consumers are ready for a new way to buy cars. The COVID-19 pandemic was the catalyst that forced the industry’s hand: as lockdowns shuttered showrooms, both OEMs and dealers had to rapidly adopt digital tools to keep business moving. The result? A permanent shift in consumer behavior and expectations.
Consider this: in 2019, U.S. vehicle sales totaled $1.1 trillion, yet only about 1% of those transactions happened online. By 2020, 60% of car shoppers said they wanted to complete more of the purchase process online than they had previously. The message is clear—consumers want the convenience, transparency, and speed they’ve come to expect from other ecommerce experiences, and they’re willing to reward brands that deliver.
Today’s car buying journey is no longer linear or confined to the dealership. Shoppers begin online, researching models, comparing prices, and even configuring vehicles before ever stepping foot in a showroom. When they do visit, they expect a seamless transition—no redundant paperwork, no waiting for sales agents to retrieve information they’ve already provided online. Every moment of friction is a risk: studies show that customer satisfaction drops by 30% when buyers are left waiting multiple times during the traditional in-dealership process.
The future is a blended, omnichannel experience. Leading OEMs and dealers are already piloting models where customers can:
This continuity is not just a convenience—it’s a competitive advantage. Dealers who embrace digital tools and data integration can offer personalized, timely experiences that build trust and loyalty, while OEMs gain richer insights into customer preferences and behaviors.
Despite the rise of DTC models, the dealership is far from obsolete. In fact, 90% of U.S. consumers still say they are likely to buy from a dealer, and the in-person experience remains critical for test drives, education, and post-sale service. What’s changing is the nature of the dealer’s role:
Forward-thinking OEMs are investing in digital platforms that empower dealers with real-time inventory, customer data, and personalized marketing tools. This not only streamlines the sales process but also enables dealers to focus on high-value interactions that drive satisfaction and loyalty.
The shift to DTC and omnichannel commerce is not without its challenges. Key hurdles include:
Winning in the new automotive ecommerce landscape requires a relentless focus on the customer. Emerging best practices include:
Several OEMs and digital disruptors are already setting new standards:
The future of automotive ecommerce is not about replacing dealers with digital platforms—it’s about creating a seamless, customer-centric ecosystem where OEMs and dealers collaborate to deliver value at every touchpoint. Success will require:
As the industry accelerates toward this new normal, those who embrace change, invest in collaboration, and put the customer at the center will not only survive—they will thrive.
Publicis Sapient stands ready to help OEMs, dealer networks, and technology partners navigate the complexities of omnichannel automotive commerce, unlocking new value and delivering the experiences today’s car buyers demand.