Unlocking the value of digitization in automotive sales and distribution
Digitization is changing the way cars are marketed and sold. But many original equipment manufacturers have been slow to embrace new online channels, leaving dealers to fend for themselves as new rivals use digital marketing technologies to siphon profits from the automotive value chain. Automakers must join forces with their dealers to build first-class digital sales and marketing capabilities. This will require fundamental changes in the role of dealers and geography-based distribution systems that weren’t designed for the borderless online marketplace.