The U.S. automotive industry stands at a pivotal crossroads, where digital transformation is not just a trend but a necessity for survival and growth. As American consumers’ expectations evolve and new technologies reshape the landscape, original equipment manufacturers (OEMs), dealers, and mobility providers must adapt to a rapidly changing environment. This regional spotlight explores the unique trends, consumer behaviors, and regulatory factors driving digital transformation in U.S. automotive retail and mobility—and how industry leaders can seize the opportunity to thrive in this new era.
American car buyers are more digitally savvy than ever. According to recent research, 80% of U.S. consumers still value speaking to a dealer before making a purchase, but there is a growing appetite for digital tools that streamline the car-buying journey. Younger generations, in particular, are open to sharing driving data for insurance discounts and are interested in online tools for tracking costs and managing ownership. This shift is prompting OEMs and dealers to rethink the traditional sales funnel, integrating digital touchpoints from initial research to post-purchase engagement.
Consumers now expect:
The role of the dealership in the U.S. is undergoing a fundamental transformation. While the physical dealership remains a critical touchpoint, its function is shifting from being the primary sales channel to one of many integrated points along the customer journey. Digital commerce is taking center stage, with consumers increasingly starting their purchasing process online—researching vehicles, comparing prices, and even completing paperwork before ever stepping onto a lot.
OEMs are responding by:
The U.S. market is witnessing a surge in interest around connected and electric vehicles (EVs). Consumers are not only looking for American-made EVs from trusted brands but are also eager to explore the benefits of connected car features—ranging from advanced safety and infotainment to predictive maintenance and in-vehicle commerce. The proliferation of EVs is driving demand for new infrastructure, business models, and customer engagement strategies.
Key trends include:
At the heart of digital transformation in U.S. automotive retail is the strategic use of data and artificial intelligence. Leading brands are leveraging advanced analytics and machine learning to:
For example, AI-powered platforms can anticipate when a customer’s lease is up and proactively offer tailored upgrade options, or use real-time vehicle data to recommend timely maintenance and deliver targeted incentives. These capabilities not only improve the customer experience but also unlock new revenue streams and operational efficiencies for OEMs and dealers.
The U.S. automotive market is shaped by unique regulatory and market factors. Ambitious net-zero emissions targets are driving investment in EVs and sustainable mobility solutions, while state-by-state regulations influence how vehicles are sold and serviced. The competitive landscape is also evolving, with new entrants and tech companies challenging traditional players to innovate faster and deliver more value.
OEMs and mobility providers must:
To succeed in the U.S. market, automotive leaders must embrace a holistic approach to digital transformation—one that puts the customer at the center and leverages technology, data, and new business models to deliver value at every touchpoint. This means:
The future of U.S. automotive retail and mobility is digital, connected, and customer-centric. By acting now, OEMs, dealers, and mobility providers can not only meet the evolving needs of American consumers but also lead the industry into a new era of growth and innovation.