The report highlights the importance of online-offline integration in automotive retail for customer satisfaction and sales success. The behavior of car buyers has changed dramatically, with over 70% of their time spent online during the buying process and only one dealer visit on average. Without integration, customers do not experience a seamless journey, and dealerships and OEMs cannot drive sales effectively. However, online-offline integration is currently in its infancy for most OEMs and dealerships, with complex legal, network, and technological challenges. The report suggests that while online is dominant, dealer stores are still crucial, and a path to integration excellence is needed.
