The Advent of Digital Retailing and the Impact on Global Car Dealership Structures

By 2016, Automakers are Expected to Open more than 100 Digital Showroom/Lifestyle Stores Globally

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The aim of this study is to research, analyze, and forecast digital retailing in the automotive industry. Digital retailing is creating a revolution in the way cars are being sold or the way a brand is being experienced in prime areas of a city. The research identifies retail strategies and opportunities for future growth of automotive original equipment manufacturers (OEMs) in Europe and North America. It also highlights influence of digital marketing and social media on the automotive industry and offers a comparative analysis of key global OEMs’ digital retailing strategies to achieve high levels of customer satisfaction. It concludes with strategic conclusions and recommendations.

Table of Contents

Executive SummaryExecutive Summary—Key FindingsExecutive Summary—Key Findings (continued)Executive Summary—Automotive Dealership Segmentation Executive Summary—Automotive Digital Retail FormatsExecutive Summary—Components of Digital ShowroomsExecutive Summary—The Showroom of the FutureExecutive Summary—Leading Digital Vendors for In-store Digitization Executive Summary—Digitization in Automotive Retail ActivitiesExecutive Summary—KPI Significance by Store TypeExecutive Summary—Associated MultimediaResearch Scope, Objectives, Background, and MethodologyResearch ScopeResearch Aims and ObjectivesKey Questions this Study Will AnswerResearch BackgroundResearch Methodology (Europe)Research Methodology (North America)Definitions and SegmentationsDefinitions of Selected Terms Used in the StudyAbbreviations and Acronyms UsedDefinition of Digital in RetailingAutomotive Dealership Segmentation Digital Retailing in the Automotive Industry—Europe and North AmericaOverview of Channels of Retailing in the Automotive Industry Degree of Digitization in Car RetailingDigitization—US versus EU Automotive IndustryGlobal New Car Online Retail Forecast Scenario AnalysisGlobal New Car Online Retail—Scenario AnalysisDigital Retailing Focus of Key OEMsDigital Retailing Focus of Key OEMs (continued)Digital Retailing Focus of Key OEMs (continued) Digital Retailing Focus of Key OEMs (continued) Digital Retailing Focus of Key OEMs (continued)Digital Retailing Focus of Key OEMs (continued)Global Outlook of In-store Digitization in Car ShowroomsKey Future Characteristics of Dealerships by Geographic RegionGeographic Segmentation of Dealerships: A Future ScenarioStructure of a Future Channel Network in A Mega CityData Mining to Drive Sales and Support of OEMsConventional versus ‘Digital’ Set-UpImpact of Digitization on Car Retailing—KPI AnalysisFuture Digital Marketing Linked to Digital Retailing—From Digital Marketing to Digital Retailing Impact of Digitization on Car Retailing KPIsKPI Significance by Vehicle Store TypeKPIs—Audi City London Case StudyDigital Retailing in EuropeCurrent Digital Car Retailing Trends in EuropeEuropean Dealer Regulatory Environment—Block Exemption StrategyImpact of Block Exemption StrategyChange in Sales Per Main Dealer in the UKTrend Analysis of Off-store Digital Sales GenerationLeading Digital Vendors for In-store DigitizationExample of Digital ShowroomExamples of Lifestyle StoresDigitization in Car Showrooms—EuropeAutomotive Digital Retail Stores in the UK Selected Cities as Target for Digital Retailing—Example of LondonCase Study: Audi City LondonCase Study: Audi City London (continued)Case Study: Mercedes-BenzCase Study: BMWCase Study: BMW’s Changing Composure of ShowroomsCase Study: Fiat Mirafiori Outlet ItalyCase Study: DaciaCase Study: IBM Intelligent Commerce Experience (ICE)Digital Retailing in North AmericaCurrent Digital Car Retailing Trends in North AmericaUS Sales per Dealership for Key OEMsUS Dealer Franchise Laws: Key Challenges Posed to OEMsUS Franchise Laws and Impact on DigitizationFranchise Law Case Study: Tesla MotorsOEM and Dealer Digital Investment and Fulfillment StructureTrend Analysis of Off-store Digital Sales GenerationOff-store Digital Lead Generation Channels Comparative AnalysisOff-store Digital Lead Generation Channels DiscussionInternet Sales Growth of Key US DealershipsUS Mega Regions Impact on Digital Showroom DevelopmentNew York City Right Fit for 1st Wave of Digital ShowroomDigital Showroom Structure Scenario AnalysisIn-store Digitization Key Value Chain ParticipantsIn-store Digitization Case Study: Tesla MotorsIn-store Digitization Case Study: Apple Genius Model in AutomotiveCase Study: Google’s Online Automotive RetailingKey OEM & Dealer Group Digitization InvestmentsKey Conclusions and Future Outlook—Europe and North AmericaConclusions and Future OutlookLegal DisclaimerAppendixGoogle’s Arrival at Auto Lead Generation Business Google’s Strategy to Facilitate Online New Car Retailing and Lead Generation Business Google’s Pilot Programs and Focus PointsTop 20 Motor Dealer Groups—UKTraditional Automotive Retail and Distribution System—Inchcape Group (Europe)

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