The auto dealer’s guide to moving metal in a digital world

Sam Frentzel-Beyme Follow Managing Partner & Strategy Director

The innovations in technology and media that have seen the recent emergence of autonomous vehicles, ride-sharing platforms and Tesla have also caused some disruption to the auto industry, with vehicle sales now starting to show signs of decline. Today, consumers interact with automotive brands online more than in-person, with 95% of vehicle buyers using digital as a source of information and 60% of all automotive searches coming from mobile devices. Google took a closer look at the process of buying a car, and found that online search was the most commonly used source of information, including when compared against personal recommendations, adverts and dealer visits. Furthermore, online video platforms now allow consumers to engage in vehicle walkarounds, product demonstrations and test drives—experiences previously only found at the car lot. Google are now offering a Dealer Guidebook, specifically designed to help dealers harness the power of their digital presence when shaping consumers’ decisions and ultimately driving them towards the dealership.

Source: Think With Google

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