Digital transformation reshapes car buying experience: A recent study reveals that digitization has significantly impacted the car purchasing process, with most Americans conducting extensive online research before visiting dealerships.
Key findings on consumer behavior:
Online research plays crucial role:
Dealership interactions and customer satisfaction:
Test drives remain essential: Despite the shift towards digital shopping, 83% of respondents still took their chosen vehicle for a test drive before finalizing the purchase.
AI’s role in improving dealership experience:
Consumer concerns about AI implementation:
Industry perspective: Devin Daly, Co-Founder and CEO of Impel, emphasizes the importance of customer experience in influencing buying decisions and urges dealerships to adopt AI solutions to meet customer demands for prompt, accurate responses and consistent follow-up.
Broader implications for the auto industry: The study highlights a growing trend towards digitization in car sales, with consumers increasingly relying on online resources for research and comparison. However, the findings also underscore the continued importance of in-person experiences, such as test drives, in the decision-making process. As the industry evolves, dealerships must strike a balance between leveraging digital tools and maintaining the personal touch that many customers still value in their car-buying journey.