Future of Car Retailing in Europe and Benchmarking of OEM Strategies

In-store Digitalization and Online Integration to Improve Sales for Dealerships

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Car manufacturers have been struggling to survive not only due to their competence gaps in envisioning the retailing future, but also because of their weaknesses in identifying the recovery actions needed to bounce back to profitability when it comes to retailing. This study discusses in detail about the different retail store mix strategies that European original equipment manufacturers (OEMs) are using to pioneer the digitization of automotive retailing. Strategies include launching digital showroom concepts, which are accessible on technology platforms including computers, tablets, and cell phones and revamping existing showrooms for retail and aftersales segments.

Table of Contents

Executive SummaryExecutive Summary—Snapshot of Automotive RetailingExecutive Summary—Customer Experience Across Touch PointsExecutive Summary—Automotive Dealership SegmentationExecutive Summary—Automotive Digital Retail FormatsBeyond Digital Marketing to Digital RetailingDigitization Transforming Car Retailing KPIsRockar HyundaiExecutive Summary—Components of Digital ShowroomsKey Findings and Future Outlook Research Scope, Objectives, and MethodologyResearch ScopeResearch Aims and ObjectivesKey Questions this Study will AnswerResearch Methodology Definitions and SegmentationAutomotive Dealership SegmentationAutomotive Dealership Segmentation and Technology TerminologyRetailing Strategies by ManufacturerToyota Motor EuropeToyota Europe Retail Initiatives—HighlightsHyundai Motor EuropeHyundai Motor Europe—Highlights Volkswagen Group EuropeVolkswagen Group Europe Retail Initiatives—HighlightsFord Motor EuropeFord Retail Initiatives—HighlightsGeneral Motors EuropeGeneral Motors Europe—Highlights Groupe PSA’s Europe Retail Push to PassGroupe PSA Europe—HighlightsBenchmarking Digital Retail Strategies of OEMsDigital FootprintKey Takeaway OEM Retail StrategiesDealer Group Retailing StrategiesPendragonEmil FreySytner (Penske)Key Takeaway Dealer Retail StrategiesOnline Aggregator Retailing StrategiesCarSpring—The 100% Online Used Car MarketplaceCargiant—The Online and Offline Connectcarwow—Aggregator Beyond CompareKey Takeaway Online Aggregators Retail StrategiesConclusion & Key TakeawayKey ConclusionsKey Findings and Future OutlookThe Last Word—3 Big PredictionsTop 5 Growth OpportunitiesLegal DisclaimerAppendixMarket Engineering MethodologyAbbreviations and Acronyms Used

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