The automotive industry is undergoing a seismic transformation, driven by the convergence of digital twins, virtual showrooms, and rapidly evolving consumer expectations. As digital innovation accelerates, the traditional role of the automotive dealer is being fundamentally redefined. No longer just a point of sale, the dealership is becoming an experience enabler—integrating digital and physical touchpoints to deliver seamless, personalized journeys that extend far beyond the showroom floor.
Historically, dealerships were the primary—and often only—touchpoint for car buyers. Today, the customer journey begins online: consumers research, configure, and even purchase vehicles digitally before ever setting foot in a physical location. By the time they arrive at a dealership, they are well-informed and ready to test drive or finalize their decision. This shift is prompting a redefinition of the dealer’s value proposition. Rather than acting solely as sales intermediaries, dealers are becoming trusted advisors and service partners, supporting customers throughout the ownership lifecycle.
Dealers are investing in staff training to become experts in electric vehicle (EV) technology, charging infrastructure, and the nuances of digital ownership. Many are also making significant investments in public fast chargers, in-dealership charging stations, and branded experience centers—positioning themselves as community hubs for EV owners and offering ongoing support.
Digital twins—virtual replicas of physical spaces or products—are at the forefront of this transformation. For example, Renault, in partnership with Publicis Sapient, created a digital twin of its flagship showroom on the Champs-Élysées. This immersive, photorealistic environment allows users worldwide to explore 125 years of Renault’s history, interact with other visitors, and personalize their experience—all from any device with an internet connection. The platform is designed to become the home for Renault’s online communities, supporting future developments and commercial opportunities in line with the brand’s web3 strategy.
Virtual showrooms, powered by advanced 3D and AI technologies, are enabling customers to explore, configure, and even purchase vehicles in highly engaging digital environments. For global automakers, these platforms have driven dramatic results, such as a 900% increase in test drives and significantly improved conversion rates. By harnessing predictive analytics and real-time data, manufacturers and dealers can engage customers with the right message at the right moment, driving both loyalty and business growth.
The most successful automotive retailers are those that seamlessly integrate digital and physical experiences. Customers expect to move fluidly between online research, virtual exploration, and in-person engagement—without losing context or personalization. This requires robust data platforms that unify customer, product, and market data, enabling real-time insights and tailored engagement across every channel.
Dealers and OEMs are collaborating to break down silos, share data, and orchestrate omnichannel journeys. Open data sharing and integrated digital platforms ensure that customers receive consistent, context-aware interactions at every stage—from initial research to post-purchase support. This unified approach not only enhances customer satisfaction but also unlocks new revenue streams through connected services, subscriptions, and in-car commerce.
To thrive in this new landscape, dealers must embrace new skills and technologies:
Renault’s Plug Inn platform, developed with Publicis Sapient, exemplifies the power of digital ecosystems. This peer-to-peer network connects EV drivers with home and business charging stations, using AI to match drivers with available chargers and optimize routes. The result is a more convenient, scalable charging infrastructure that supports EV adoption and creates new revenue streams for hosts. Meanwhile, the digital twin of Renault’s flagship showroom offers a global, immersive brand experience, reinforcing Renault’s position as a pioneer in digital innovation.
The future of automotive retail is digital, dynamic, and deeply personalized. Dealers and OEMs that embrace digital twins, virtual showrooms, and integrated data platforms will be best positioned to deliver seamless, value-driven experiences at every stage of the customer journey. By prioritizing collaboration, continuous learning, and a relentless focus on customer-centricity, the automotive ecosystem can unlock new growth, loyalty, and competitive advantage in the age of digital transformation.
Ready to accelerate your journey? Publicis Sapient stands ready to help automotive leaders navigate this transformation—shaping the future of mobility, together.