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Strategic Analysis of Two-wheeler OEMs’ Emerging Digital Retail Strategies
Disruptive Technologies to Shift Focus toward Consumer Expectations by Seamlessly Blending Online and In-store Experiences
20-Jun-2023
Global
Market Research
PE16-01-00-00-00
AU02555-GL-MT_27782
Today’s retail scene has changed dramatically thanks to the digital revolution, and the two-wheeler business is no exception. For a better client experience, more efficient business processes, and higher sales, two-wheeler manufacturers are rapidly embracing digitization.
Digitalization has transformed how two-wheeler manufacturers interact with customers, operate, and approach sales. These OEMs are changing the two-wheeler purchasing process by including digital showrooms, online booking and purchasing, customizable configurators, mobile applications, data analytics, and improved after-sales assistance. Moreover, they must remain flexible as digital technologies evolve to best satisfy customer expectations and maintain their leadership in two-wheeler digital innovation.
This study examines two-wheeler industry OEMs’ digitalization efforts in the retail segment value chain and establishes the current digital technologies and strategies they are adopting. The analysis divides digital retail into four broad categories where OEMs are using various disruptive technologies and business solutions/software, namely digital marketing, dealerships, purchase processes, and aftersales service. The study identifies the digitalization activities top automotive OEMs are performing now in retail and offers insights into the growth opportunities they can explore going forward. Through various use cases and comparative analyses, the report presents the extent and potential of digitalization in this industry. It discusses how OEMs utilize digital tools to reduce costs, create brand equity, and attract target customers through various digital and immersive experiences. The study period is 2022–2027.
Author: Shraddha Manjrekar
Why Is It Increasingly Difficult to Grow?
The Strategic Imperative 8™
The Impact of the Top 3 Strategic Imperatives on the Digital Retail for Two-wheeler Industry
Growth Opportunities Fuel the Growth Pipeline Engine™
Scope of Analysis
Definition of Digital Retail in Automotive
Phases of Digital Retail in Automotive
Digitalization Process of Two-wheeler Retailing
Growth Drivers
Growth Restraints
Comparative Analysis for Digital Marketing across OEMs
Comparative Analysis for Digital Dealerships across OEMs
Comparative Analysis for Digital Purchase Process across OEMs
Comparative Analysis for Digital Aftersales Service across OEMs
VRIO Analysis for Digitalization at Various Levels of OEMs’ Digital Retail
Digital Marketing: Analysis of Major Two-wheeler OEMs
Digital Dealerships: Analysis of Major Two-wheeler OEMs
Digital Purchase Process: Analysis of Major Two-wheeler OEMs
Digital Aftermarket Service: Analysis of Major Two-wheeler OEMs
Steps to Marketing Digitalization
Types of Digital Retail Marketing
Two-wheeler Brand Approach to Digital Retail Marketing: Harley-Davidson
Marketing Mix Strategy, 4Ps: Digitalization
Marketing Mix Strategy, 4Ps: Digitalization Use Cases
Marketing Mix Strategy, 4Ps: Digitalization Use Cases (continued)
Shift from Multichannel Approach to Omnichannel Approach
Customer Journey: Omnichannel Marketing
Two-wheeler Brand Approach to Omnichannel Marketing: Use Cases
Technology: AI/ML Applications in Digital Marketing of Two-wheelers
Technology: AR/VR in Digital Marketing of Two-wheelers
Technology: Metaverse in Digital Marketing of Two-wheelers
VRIO Outcome: Digital Marketing
Digital Marketing: Analysis of Major Two-wheeler OEMs
Key Takeaways for Digital Marketing
Recommended Digitalization Strategy for Marketing
Steps to Dealership Digitalization
Types of Dealership Showrooms
Dealership Marketing Digitalization
Digitalization of Dealership Showrooms
Customer Relationship Management Tool
Two-wheeler Brand Use Case: Yamaha Motor
Two-wheeler Brand Use Case: Honda Motorcycles
Technology: AI & ML at Two-wheeler Dealerships
Technology: AR/VR at Two-wheeler Dealerships
VRIO Outcome: Digital Dealerships
Digital Dealerships: Analysis of Major Two-wheeler OEMs
Key Takeaways for Digital Dealerships
Recommended Digitalization Strategy for Dealerships
Steps to Purchase Process Digitalization
Customization of Vehicles by Customers
Digitalization of Purchase Process
Digital Applications and Services to Ease the Digital Purchase Process
OEMs’ Digital Platforms for Trade-in/Pre-owned Vehicles
Use Case: Harley-Davidson’s Effective Digitalization of the Purchase Process
Technology: 3D Vehicle Configurator for Customization of Two-wheelers
Technology: Digital Applications/Platforms for Purchase Process
VRIO Outcome: Digital Purchase Process
Digital Purchase Process: Analysis of Major Two-wheeler OEMs
Key Takeaways for Digital Purchase Process
Recommended Digitalization Strategy for Purchase Process
Digitalization of Aftersales Service
Digitalization of Aftersales Service (continued)
OEM Use Cases for Digital Aftersales Service
Technology: Predictive Analytics for Aftersales Service
VRIO Outcome: Digital Aftersales Service
Digital Aftermarket Service: Analysis of Major Two-wheeler OEMs
Key Takeaways for Digitalization of Aftersales Service
Recommended Digitalization Strategy for Aftersales Service
Growth Opportunity 1: Deployment of AI-enabled Applications
Growth Opportunity 1: Deployment of AI-enabled Applications (continued)
Growth Opportunity 2: Provide Simplified Financing and Embedded Insurance
Growth Opportunity 2: Provide Simplified Financing and Embedded Insurance (continued)
Growth Opportunity 3: Leverage Digital Tools and Generate Alternate Revenue Streams
Growth Opportunity 3: Leverage Digital Tools and Generate Alternate Revenue Streams (continued)
Your Next Steps
Why Frost, Why Now?
List of Exhibits
Legal Disclaimer
List of Figures
- Digital Retail for Two-wheeler Market: Growth Drivers, Global, 2023-2027
- Digital Retail for Two-wheeler Market: Growth Restraints, Global, 2023-2027
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