Automakers are responding with factory-blessed, one-stop-shop digital platforms for their retailers.
This year, General Motors beefed up its 7-year-old Shop-Click-Drive online shopping tool to offer test drive scheduling, trade-ins at home or work and real-time credit applications. In October, Fiat Chrysler Automobiles said it will upgrade its digital retail platform with new features, including the ability to schedule test drive appointments, make reservations and search new- and used-vehicle inventory.
Nissan began working on its digital platform before the pandemic.
“COVID did accelerate it, for sure, and probably helped this program,” Mohnke said, “because everybody saw the real need out there for it.”
The momentum will continue beyond the pandemic. Eighty-two percent of respondents in the National Automobile Dealers Association’s Summer 2020 Dealer Attitude Survey said the digital sales process is here to stay, while 73 percent said home test drives and home delivery will continue.
Consumers and dealers see the value and time savings from digital retailing, said Jessica Stafford, senior vice president of consumer solutions at Cox Automotive.
“This is a necessity for dealers if it isn’t a part of their future strategy for selling vehicles,” Stafford said.
“Consumer and dealer adoption of digital retailing is only going to increase — even without COVID.”
