The automotive and mobility landscape is undergoing a profound transformation, driven by rapidly evolving digital expectations. Today’s consumers demand more than just reliable transportation—they seek seamless, personalized, and sustainable experiences that span the entire journey, from researching and purchasing vehicles to powering and maintaining them. As digital technologies reshape every touchpoint, automotive manufacturers, mobility providers, and energy companies must adapt to stay relevant and competitive.
Modern drivers expect their vehicles to be as connected as their smartphones. Across all age groups, there is a growing demand for cars equipped with advanced digital features—backup cameras, GPS navigation, Bluetooth, Wi-Fi hotspots, and even self-parking technology. More than half of consumers believe these features should come standard, and 50% are willing to pay extra for them. This appetite for connectivity is not limited to younger generations; even older drivers now expect their vehicles to integrate seamlessly with their digital lives.
Connected vehicles generate valuable data, enabling manufacturers to offer predictive maintenance, usage-based insurance, and personalized in-car experiences. However, this also introduces complexity: automakers must invest in unified data platforms to store, process, and analyze vehicle data, drawing actionable insights to enhance both product and customer experience.
Interest in electric vehicles is surging worldwide, fueled by environmental concerns and the promise of lower operating costs. In many regions, the top reasons for considering an EV or hybrid are better fuel efficiency and environmental benefits. However, barriers remain: consumers cite cost, range anxiety, and limited charging infrastructure as primary concerns.
To accelerate adoption, energy providers and fuel retailers are reimagining their roles. More than half of drivers say they would most likely charge their EV at a public charging station, and 45% would use a gas or petrol station if charging were available. This opens the door for traditional fuel retailers, utility companies, and even non-traditional players like retailers and tech companies to compete for brand loyalty by offering convenient, digitally enabled charging solutions.
While online research is now the norm for car buyers, most still prefer to complete the purchase at a dealership. Globally, about half of consumers start their journey online—comparing vehicles, exploring features, and even negotiating prices—before visiting a dealer to finalize the transaction. Younger buyers are more comfortable with digital touchpoints, but even they value the high-touch, personalized experience of an in-person visit for such a significant purchase.
Automotive brands and dealers have an opportunity to bridge the gap between digital and physical channels. By integrating data and breaking down operational silos, they can create a seamless journey where online research, configuration, and financing flow effortlessly into the in-store experience. Flexible models like vehicle subscription services and direct-to-consumer sales are also gaining traction, especially among younger, urban consumers who value convenience and flexibility over traditional ownership.
The rise of EVs and changing consumer habits are transforming the traditional fuel retail model. Today’s consumers expect more than just fuel—they want a range of services, from EV charging and contactless payment to coffee shops, grocery options, and even banking services at the pump. During the pandemic, convenience stores at fuel stations saw a surge in non-fuel purchases, highlighting the potential for diversification.
Competition is intensifying as new entrants—retailers, tech companies, and even automakers—enter the energy supply and charging market. Consumers are open to buying energy from a variety of providers, with only a third expressing loyalty to traditional fuel brands. To remain competitive, energy companies must offer personalized, digitally driven experiences, such as real-time charging availability, loyalty programs, and integrated payment solutions.
Across the transportation ecosystem, personalization is now a baseline expectation. More than a third of consumers want personalized offers and content based on their behavior, and nearly a quarter seek tailored advice to help them make decisions. In the context of mobility, this means everything from customized vehicle recommendations to targeted incentives for EV adoption and sustainable driving habits.
Sustainability is also a key driver of loyalty. Consumers are increasingly willing to pay more for environmentally responsible options, and they expect transparency about sourcing, energy mix, and recycling. Energy providers and automakers that embed sustainability into their digital strategy—offering green energy options, transparent carbon footprints, and digital tools to monitor usage—will build trust and long-term loyalty.
To thrive in this new digital landscape, organizations must:
Digital transformation is not just reshaping how people buy cars or fuel up—it’s redefining the entire transportation ecosystem. As expectations for seamless, personalized, and sustainable experiences continue to rise, automotive and mobility leaders must embrace innovation, break down silos, and put the consumer at the center of every journey. Those who do will not only meet today’s demands but also build the foundation for long-term growth and loyalty in a rapidly changing world.
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Publicis Sapient is a digital transformation partner helping established organizations get to their future, digitally-enabled state, both in the way they work and the way they serve their customers. For more information, visit publicissapient.com.