The automotive industry can leverage online sales to reach ambitious growth targets and meet customer expectations. Currently, the online channel is primarily used for information gathering, but there is significant potential for improvement in sales performance for certain customer segments. Arthur D. Little's customer survey found that a significant proportion of customers would buy new cars online, and the internet is expected to become an increasingly important sales channel for automotive. To succeed, the industry must overcome major barriers and identify key success factors from a customer's perspective.
