Regional Deep Dive: Digital Transformation in Automotive Retail Across EMEA & APAC
Introduction
The automotive retail landscape is undergoing a profound transformation, driven by digital innovation, evolving consumer expectations, and the rapid adoption of new technologies. While North America has seen significant advances, the pace and nature of digital transformation in automotive retail across Europe, the Middle East, Africa (EMEA), and Asia-Pacific (APAC) are uniquely shaped by regional consumer behaviors, regulatory environments, and technology adoption rates. Publicis Sapient stands at the forefront of this evolution, helping global automotive brands and mobility providers navigate these complexities and unlock new value through digital business transformation.
Regional Trends and Challenges
Europe: Customer-Centricity and Sustainable Mobility
European automotive retail is characterized by a strong push toward sustainability, electrification, and customer-centric digital experiences. Ambitious net-zero emissions targets set by the European Union are accelerating the shift to electric vehicles (EVs) and sustainable business operations. Urban areas are seeing a decline in individual car ownership, with a rise in shared mobility services such as car sharing, rental bikes, and public transit. Consumers in Europe expect seamless, omnichannel experiences—starting their car-buying journey online and demanding frictionless transitions between digital and physical touchpoints.
OEMs in Europe are redefining the dealer model, integrating digital tools to streamline paperwork, enhance product discovery, and personalize offers. The regulatory environment, particularly around data privacy (GDPR), requires brands to build trust and transparency into every digital interaction. Publicis Sapient’s work with leading European automakers includes the development of connected commerce solutions and digital ecosystems that enable direct-to-consumer (D2C) sales, personalized marketing, and integrated aftersales experiences.
Middle East & Africa: Leapfrogging with Digital Ecosystems
In the Middle East, rapid urbanization and a young, tech-savvy population are driving demand for innovative mobility solutions. Automotive retailers are investing in digital platforms that support remote selling, virtual showrooms, and mobile-first customer engagement. Loyalty programs and personalized experiences are particularly important in highly competitive markets, where customer expectations are shaped by global digital leaders.
Africa presents a different set of challenges and opportunities. While infrastructure and connectivity can be limiting factors, mobile technology adoption is high, and there is significant potential for digital platforms to bridge gaps in traditional automotive retail. Publicis Sapient’s approach in these markets focuses on scalable, cloud-based solutions and data-driven insights to optimize customer engagement and operational efficiency.
Asia-Pacific: Scale, Speed, and Super Apps
APAC is a region of contrasts, from the mature digital ecosystems of Japan and South Korea to the fast-growing, mobile-first markets of Southeast Asia and India. China, in particular, is leading the way in digital automotive retail, with consumers embracing online car purchases, virtual test drives, and integrated aftersales services. The rise of super apps—platforms that combine e-commerce, payments, mobility, and social features—has transformed how consumers interact with automotive brands.
In APAC, the integration of Salesforce solutions enables brands to deliver personalized, omnichannel experiences at scale. Publicis Sapient has partnered with automakers to consolidate and analyze online car shopping data across multiple countries, resulting in significant increases in test drives and conversion rates. The focus is on agility, data-driven decision-making, and the ability to rapidly deploy new digital products and services tailored to local market needs.
The Role of Salesforce in Regional Transformation
Across EMEA and APAC, Salesforce’s suite of solutions—including Marketing Cloud, Commerce Cloud, and Customer Data Platform (CDP)—plays a pivotal role in enabling automotive retailers to:
- Create 1:1 customer engagement: By leveraging unified customer data, brands can deliver personalized offers, communications, and experiences across channels.
- Enable remote and omnichannel selling: Salesforce’s commerce capabilities support seamless transitions between online and offline touchpoints, empowering customers to start their journey anywhere and complete it everywhere.
- Drive operational efficiency: Integrated platforms streamline sales, service, and aftersales processes, reducing friction and improving customer satisfaction.
- Support regulatory compliance: Robust data management and privacy features help brands navigate complex regulatory environments, particularly in Europe.
Publicis Sapient’s expertise in integrating Salesforce with broader technology stacks ensures that automotive clients can maximize the value of their digital investments, adapt to regional nuances, and scale innovation globally.
Case Studies: Localized Impact
- Renault Plug Inn (France): Publicis Sapient partnered with Renault to launch Plug Inn, a peer-to-peer platform connecting EV drivers to a network of home and business charging stations. By leveraging AI and experience design, Plug Inn addresses infrastructure challenges and creates a new ecosystem of value for drivers and hosts.
- Global Automaker (APAC): Working with one of the world’s largest automakers, Publicis Sapient integrated Salesforce Marketing Cloud across multiple APAC markets, enabling personalized marketing, social engagement, and CRM integration. This resulted in increased customer engagement and higher conversion rates for online-to-offline sales.
- Cloud-Based Data Consolidation (APAC): Through collaboration with AWS, Publicis Sapient helped an automaker consolidate online car shopping data from over 100 countries, leading to a 900% increase in test drives and improved conversion rates.
Looking Ahead: The Road to Digital Excellence
The future of automotive retail in EMEA and APAC will be defined by the ability to deliver seamless, personalized, and sustainable mobility experiences. Success requires a deep understanding of regional consumer behaviors, regulatory landscapes, and technology adoption patterns. Publicis Sapient’s SPEED capabilities—Strategy, Product, Experience, Engineering, and Data & AI—ensure that transformation is not just technological, but also strategic and human-centered.
As automotive brands and mobility providers look to the future, partnering with a consultancy that combines global expertise with local insight is essential. Publicis Sapient is proud to help clients across EMEA and APAC reimagine automotive retail, unlock new value, and lead the way in digital transformation.
Ready to accelerate your digital journey? Connect with Publicis Sapient’s regional experts to explore how we can help you thrive in the evolving world of automotive retail.