The Problem: A Disconnected Digital Retail Landscape
The automotive retail model is facing a tipping point.
In a world where consumers can buy almost anything with a few taps on a smartphone, the traditional car-buying journey feels increasingly out of sync. Customers don’t just expect online options; they expect transparency, personalization and seamless transitions across every channel. And while many OEMs have invested in digital retailing tools, most of those systems were built for yesterday’s buyer – not today’s market reality.
The result? Frustrated consumers, under-leveraged dealer networks and missed revenue opportunities. What’s more, most digital retailing (DR) platforms aren’t equipped to support the strategic shifts automakers now face – such as evolving sales models, expanding global footprints or the operational complexity of electrification.
This moment demands more than incremental upgrades. It requires a redefinition of what digital retailing means for OEMs, and a platform strategy built from the ground up to support it.
A New Baseline for Automotive Commerce
Customers now expect a single, continuous experience. Whether they start on a mobile device, transition to a laptop or walk into a dealership, every step should feel like part of the same journey. In industries like retail, travel and banking, this expectation is already standard. Automotive should be no different.
What sets top consumer experiences apart is their consistency and simplicity. Buyers don’t want to re-enter their information, see different prices online and in-store or feel like digital and physical environments are disconnected. That disconnect is still far too common in automotive – and it’s costing brands more than just convenience. It’s costing loyalty.
This isn’t just a digital convenience, it’s a competitive imperative. Manufacturers that continue treating digital retailing as a bolt-on will struggle with fragmented systems, inconsistent pricing and customer experiences that erode trust. To thrive, digital retailing must become a core capability – one that reflects how people actually want to buy cars.
The Solution: A Platform Built for the Modern Auto Buyer
To deliver consistent, scalable and brand-aligned experiences, OEMs must rethink how digital retailing is architected. It’s not about adding features; it’s about aligning systems, processes and touchpoints to support the complete buying lifecycle.
This approach is anchored by five strategic pillars. Together, they form the blueprint for a future-ready DR platform – one that enables global growth, supports evolving sales models and meets rising customer expectations.
The 5 Pillars of OEM Digital Retailing Success
1. Scroll-to-Showroom Experience
Digital retailing must enable fluid movement between online and in-person interactions. Whether a customer starts on a website or in a showroom, the platform should carry through preferences and pricing – no resets, no repeated steps. Every touchpoint should reflect the same brand voice, transparency and customer context. A cohesive journey increases buyer confidence and reduces friction.
2. Plug-and-Play Integration
Rigid platforms restrict innovation. A future-proof DR system must integrate easily with DMS, CRM, ERP and other systems via open APIs. This interoperability enables faster updates, cleaner data and alignment across retail networks while avoiding the cost and drag of one-off integrations. It also ensures that OEMs retain visibility and control across the entire purchase flow, even when it crosses organizational boundaries.
3. Smarter Deals, Made Personal
Personalization is no longer a luxury; it’s expected. From trade-in offers to financing, buyers want information tailored to their needs. AI-driven pricing engines and dynamic workflows can surface the right offers at the right time, building trust and improving conversion. Beyond offers, personalization should also inform timing, communication channels and follow-up, helping OEMs and dealers engage customers more effectively.
4. Built to Scale Globally
As OEMs expand into new markets, flexibility is critical. A modern platform must be modular – able to support regional regulations, tax rules, languages and fulfillment models without custom builds. With the right structure, OEMs can localize efficiently while maintaining global consistency. This ensures compliance and responsiveness while supporting new products, markets and sales approaches as they emerge.
5. One Platform, Every Sales Model
OEMs now operate across multiple models: dealer-led, direct-to-consumer, agency, fleet and more. A modern DR platform should support them all, delivering consistency with room for regional and strategic variation. Whether launching a subscription service or supporting a hybrid sales model, OEMs need a single infrastructure that can flex to support change – without starting over each time.
The Opportunity Ahead
Digital retailing is the backbone of modern automotive commerce, powering the experience buyers expect and the operational agility OEMs need.
As the industry shifts toward direct sales, EV adoption and new dealer roles, success hinges on more than just having the right tools. It’s about how well everything works together – connecting people, systems and processes across every touchpoint.The brands that will lead the next era of automotive retail won’t be defined by how many tools they have, but by how well everything works together.
