The automotive and mobility sector is undergoing a profound transformation, driven by rapidly evolving digital expectations and the relentless pace of technological innovation. As consumers increasingly demand seamless, tech-enabled experiences, the industry is reimagining everything from how vehicles are bought and serviced to how people move and what they value in their mobility choices. Publicis Sapient’s research into digital life trends reveals that the future of automotive is not just about cars—it’s about connected, convenient, and sustainable journeys that blend the best of digital and physical worlds.
The pandemic accelerated a shift that was already underway: consumers now expect to research, compare, and even purchase vehicles online. While the majority of car buyers still prefer to visit dealerships for the final transaction, there is growing comfort with digital tools for initial research, price negotiation, and even financing. In markets like the US, up to 22% of buyers have completed a vehicle purchase online, and globally, 42% are open to buying from a dealer, manufacturer, or marketplace via digital channels.
Yet, the journey is not entirely digital—most consumers still value the high-touch, personalized experience of a dealership, especially for test drives and final decisions. The challenge for automotive brands and dealers is to create integrated experiences that allow customers to seamlessly transition between online research and in-person engagement. Breaking down data silos between manufacturers, national sales companies, and dealers is key to ushering online shoppers down the sales funnel and ensuring that when they arrive in person, their preferences and history are already known.
Today’s drivers expect their vehicles to be as connected as their smartphones. The vast majority want at least one connected feature in their next car, and more than half believe these technologies should come standard. Features like backup cameras, advanced navigation, Bluetooth, Wi-Fi hotspots, and remote vehicle location are now baseline expectations. Younger consumers tend to desire a longer list of connected features, but even older buyers are not far behind, reflecting the ubiquity of digital technology in daily life.
This demand for connectivity is not just about convenience—it’s about creating new value. Connected vehicles generate data that can be used to optimize performance, enable predictive maintenance, and offer personalized services such as insurance packages based on driving behavior. For automakers, this means investing in unified data platforms and analytics to deliver better experiences and unlock new revenue streams.
Sustainability is increasingly influencing mobility choices. The demand for electric vehicles (EVs) is rising sharply, with environmental benefits and fuel efficiency cited as the top reasons for considering a switch. In Europe, environmental impact is the leading motivator, while in other regions, fuel efficiency takes precedence. However, barriers remain: concerns about cost, battery range, and the availability of charging infrastructure are top of mind for potential buyers.
Automakers and energy providers have an opportunity to address these anxieties by offering more education, transparent information, and digital tools that help consumers understand the realities of EV ownership. The expansion of public charging networks and the integration of charging solutions at traditional fuel stations, retail locations, and even grocery stores are critical to accelerating adoption.
Flexible ownership models are also gaining traction. Nearly half of consumers would consider a vehicle subscription program, attracted by the ability to minimize total cost of ownership and exchange vehicles more frequently. These models require seamless digital experiences for sign-up, selection, payment, and even home delivery—further blurring the lines between digital and physical mobility services.
The dealership is far from obsolete, but its role is evolving. While online research and transactions are on the rise, most buyers still want to visit a dealership for test drives, final negotiations, and aftersales support. The expectation is for a high-touch, personalized experience that is informed by the customer’s digital journey.
To meet these expectations, dealerships and service centers must invest in digital tools that streamline appointments, enable virtual consultations, and provide real-time updates on service status. Augmented reality and virtual reality are emerging as ways to let customers “try out” vehicles or features online, while chatbots and video support can enhance customer service. The goal is to create a frictionless, omnichannel experience that puts the customer at the center—whether they are online, in the showroom, or in the service bay.
Mobility choices are increasingly shaped by values around sustainability and convenience. Consumers want vehicles and services that align with their lifestyles and beliefs. For many, this means prioritizing fuel efficiency, considering hybrid or electric options, and seeking brands that demonstrate a commitment to environmental responsibility.
Convenience is king: buyers want cars that fit their needs, journeys that are easy to plan and execute, and services that are available wherever and whenever they choose. Personalization is also a growing expectation—drivers want offers, content, and support tailored to their preferences and behaviors. Loyalty programs, direct-to-consumer options, and the ability to “try before you buy” through digital tools are all in demand.
The automotive and mobility sector stands at a crossroads. Digital transformation is no longer optional—it is the foundation for meeting rising consumer expectations and staying competitive in a rapidly changing landscape. Brands that succeed will be those that:
At Publicis Sapient, we help automotive and mobility organizations unlock these opportunities, combining deep industry expertise with a relentless focus on digital innovation. The future of transportation is digital, connected, and customer-centric—and the journey is just beginning.