Capgemini-汽车在线销售：面向消费者的直接渠道（英文版）-2016.11-20页-1mb

Summary of Automotive Online Sales: The direct route to the customer (Cars Online Trend Study, November 2016)

Core Content

The 2016 Cars Online Trend Study highlights the growing interest in online car sales and the urgent need for automotive Original Equipment Manufacturers (OEMs) to adapt to changing customer expectations. It outlines the current state of online car sales, challenges faced by OEMs, and potential opportunities for transformation.

Main Views

• Growing Appetite for Online Sales: A significant portion of customers (75%) are willing to buy new cars online, indicating a strong demand for a digital purchasing experience.
• Trust in OEMs Over Tech Platforms: While customers are open to third-party platforms like Tmall and TrueCar, they still trust OEMs more for purchasing vehicles directly.
• Expectations for Additional Benefits: Customers look for price benefits, time savings, and the ability to compare products and brands online.
• Need for Seamless Online Experience: OEMs must provide a smooth, user-friendly online process that includes digital assistance, e-signatures, and secure payment options.
• Integration of Physical and Digital Experience: Test drives and personal interaction are still highly valued, but new technologies like augmented and virtual reality are helping bridge the gap.
• Mobility and New Business Models: Customers are interested in mobility services and new ownership models such as pay-per-use, which OEMs should incorporate into their online offerings.
• Challenges and Opportunities: The transition to online sales presents challenges such as data security and price negotiation, but also opportunities for innovation and customer-centric transformation.

Key Information

Customer Preferences

• 72% of customers in the surveyed markets are willing to buy a new car online.
• 57% prefer to buy from OEMs, while 11% are interested in third-party retailers.
• 40% in China are open to purchasing from Amazon, suggesting potential for future growth.
• 51% of customers value time savings, 55% seek price benefits, and 44% desire location independence.

Barriers to Online Sales

• Test Drive: 82% of customers consider this a major hurdle.
• Price Negotiation: 55% of customers find the lack of negotiation options a significant pain point.
• Data Security: 36% of customers cite this as a key concern, with 50% in growth markets.
• Personal Interaction: 52% of customers expect to speak with a real person for guidance and support.

OEM Initiatives and Innovations

• Several OEMs have started pilot programs for online sales, including Tesla, BMW, Volvo, and FCA.
• Fiat Chrysler has partnered with Amazon in the Italian market to offer price incentives.
• Audi, BMW, and Tesla have implemented virtual reality and augmented reality technologies to enhance the online experience.

Opportunities for OEMs

• Home Delivery for Test Drives: 27% of customers expressed interest in this option.
• Online Agent Support: Customers value the ability to interact with online agents.
• E-Signatures and Digital Paperwork: This can reduce paperwork and increase convenience.
• Secure Banking Integration: Ensuring secure payment and identity verification is crucial for building trust.

Future Outlook

• The automotive industry is on the brink of a major digital transformation.
• Digital Mastery and customer-centric business models are essential for OEMs to remain competitive.
• The Amazonification of car sales may become a reality, especially in Asia and China.
• Connected Vehicles and mobility services are expected to drive further online sales growth.

Recommendations

• OEMs should focus on improving the seamless online experience by integrating digital tools and services.
• Data security and price transparency must be prioritized to build customer trust.
• Augmented and Virtual Reality should be explored to enhance the online test drive experience.
• Collaboration with banks and secure payment systems are necessary to facilitate online transactions.
• Online agent support and live chat should be made standard to address the need for personal interaction.

Conclusion

The automotive industry is facing a significant shift towards online sales, driven by changing customer behavior and the rise of digital platforms. OEMs must respond by developing new business models, integrating digital technologies, and ensuring a secure and transparent online purchasing experience. Failure to adapt may result in losing market share to new entrants and tech-driven competitors.