As dealerships faced widespread closures due to state regulations, the auto industry underwent a rapid shift—showrooms shut down, but the demand for vehicles did not disappear. Instead, consumers turned to digital channels in search of safe, convenient ways to purchase cars. Online auto shopping rose sharply as people sought to travel in the safety of their own vehicles, marking the beginning of a new era in vehicle sales.
As we observed in early 2020, online questions such as “Is now a good time to buy a car?” surged dramatically. This change in consumer behavior is here to stay—vehicle buying has permanently evolved, with significant growth in digital retailing across the automotive sector.
Our team has seen firsthand how these changes are reflected in the market. Consumers are now buying cars for new reasons, including personal safety and health. Significantly, more people from diverse backgrounds are entering the car market as online purchasing becomes more accessible. The percentage of online car sales in the US grew from just 1% in 2018 to nearly 10% by March 2020, and forecasts predict that up to 25% of all vehicle purchases could be made online by 2025.
Who are these newer, digital-savvy car buyers? Research indicates that 63% of recent buyers would consider ordering their next vehicle online with home delivery, while 73% are comfortable negotiating terms completely online or through a blend of digital and in-person interactions.
Rather than seeing this shift as a threat, it presents a real opportunity for businesses to thrive by adopting new approaches. Our experience in PPC advertising services, SEO, and digital marketing strategies gives us unique insights into succeeding in this evolving landscape. Here’s our guide for adaptation and growth, specifically designed to help businesses capture the new digital shopper.
1. Short term: Be flexible
Customers now expect varying levels of digital interaction. Some will embrace a fully online experience, others may prefer traditional methods, and many will be somewhere in between. It’s crucial to offer flexible purchasing options, such as home delivery, online paperwork, and remote consultations. Clearly communicate these options on your website and in every part of your marketing to ensure a smooth and empathetic customer experience. We help brands to naturally integrate these flexible touchpoints through custom web development and personalization.
2. Mid-term: Be agile
Adapting quickly to changes is key. Market dynamics and customer preferences can shift rapidly—what matters most to buyers today may change by next month. Monitor analytics regularly, update your messaging, and stay ready to pivot your marketing approach as new trends emerge. Using advanced performance marketing and marketing research solutions, our team uncovers real-time insights that help your business stay a step ahead.
3. Long-term: Be transformative
The era of digital transformation in automotive retail is here. The purchase experience must now be seamless and customer-led across all channels—merging online and offline journeys effortlessly. Achieving this requires smart automation, data-driven insights, and an easily navigable, optimized website. Our approach is to implement AI solutions and on-demand content that guide customers from initial research to final purchase, maximizing both website traffic and conversion rates.
The difference between brands that thrive and those that are left behind will depend upon their ability to use customer data, derive insights, and adapt operations accordingly. It’s equally critical to communicate these enhancements and accommodations through targeted content and comprehensive branding strategies.
Succeeding in this digital-first landscape means:
- Elevating your measurement strategy: Set clear business objectives, align your key metrics, and understand the entire customer journey with consistent measurement.
- Adopting marketing automation: Use advanced bidding and targeting tools to improve results while protecting user privacy.
- Centering on customer experience: Deliver a consistent, customer-led automotive shopping process, supported by impactful social media management and multi-channel advertising.
- Crafting your unique identity: Collaborate with digital marketing experts to differentiate your business in a competitive market and drive measurable results.
As we move forward, our team is ready to help auto businesses—and all ambitious brands—build strong e-commerce foundations, run high-performing email and SMS campaigns, and deliver integrated marketing strategies for measurable growth. If you’re looking to increase brand awareness, generate more leads, or simply take the next step in digital transformation, connect with us—we’re here to help you succeed.
