The automotive retail sector is undergoing a profound transformation, shaped by digital innovation, evolving consumer expectations, and the rapid adoption of new technologies. While North America has made significant strides, the pace and nature of digital transformation in automotive retail across Europe, the Middle East, Africa (EMEA), and Asia-Pacific (APAC) are uniquely influenced 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.
European automotive retail is defined by a strong push toward sustainability and electrification, underpinned by ambitious net-zero emissions targets set by the European Union. This regulatory environment is accelerating the shift to electric vehicles (EVs) and sustainable business operations. Urban areas are witnessing a decline in individual car ownership, with a rise in shared mobility services such as car sharing, rental bikes, and public transit. European consumers expect seamless, omnichannel experiences—beginning 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 landscape, 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.
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.
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.
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:
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.
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.