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Visit The Boston Consulting Group to read the article.
“The auto showroom won’t disappear completely, but it will evolve—and so will its overall impact on the purchase process. OEMs that want to reposition themselves for the changes already underway will look for ways to engage consumers early in the purchase journey, including ways to use consumer data to interact personally with customers and potential customers. They will sharpen their brand image and its delivery through digital and offline channels. And they will begin to plan for a very different future with regard to dealership model, showroom role, and after-sale interaction. OEMs that want to strengthen current customer relationships and build new ones will move quickly to fortify their digital presence at points all along the auto purchase journey.”