The Gap Between Dealerships and Evolving Technology

The last decade has brought monumental changes to the automotive industry. Technology in a new car used to mean remote starts and Bluetooth^®, yet today’s vehicles are loaded with software, AI features, and cloud integration.

There's just one problem: while the cars and their manufacturers are racing into the future, many car dealerships find themselves stuck in the past, unsure of how to leap forward.

Where Dealerships Are Struggling

1. The Tech Can Be Complicated and Fast-Moving 

Modern vehicles are packed with features: touchscreen dashboards, software updates over Wi-Fi, semi-autonomous driving, and more. With high turnover, sometimes dealerships aren’t equipped to consistently train sales staff to explain the technology to a prospect. Once you add in electric vehicles and all there is to know about the batteries, dealers have a moving target of information.  

2. Online Shopping Still Feels Broken

These days, over 90% of car buyers start their car-buying journey online. Still, many want to transition into the store at some point, and the hand-off can be a clunky mess. Gaps in digital retailing’s effectiveness mean prices don’t match, options are different, and accessories are forgotten. Sometimes salespeople have to redo the whole process, negating the convenience that technology is supposed to provide. There goes that CSI score. 

3. EV Support Is Hit or Miss

Electric vehicles are a different beast. They need different tools, trained mechanics, and sometimes even different buildings. With large-scale adoption being chaotic at best, many dealerships aren’t ready. 

This gap between tech and dealerships can damage the customer experience, even hurting brand loyalty. For customers, inconsistent or lacking technology can result in confusion, frustration, and second-guessing.

And that’s the last thing dealers and OEMs want. 

The Path Forward 

There’s still time for dealerships to evolve. 

Dealership staff need real training—and more than simply “how to sell”.  Salespeople should know how to explain software, features, EV specs, and then some. If they can’t talk tech, they can’t sell tech.

And the inevitable transition from online research to dealership interaction must be smooth and consistent. 

Dealers who commit to training and ensuring consistent information at every touch point can get in the game. 

Insignia Group Can Help 

Cars are changing fast, yet many dealerships are still doing business the same way they did 20 years ago. 

Dealers who want to stay relevant (and profitable) must rethink what they offer and how they sell. The tech gap is only getting wider, and the road ahead is digital. 

Insignia Group’s API is ready to plug into your data today! We partner with major digital retailers to deliver your accessory information consistently and accurately, whenever and wherever you need it. 

Contact us today to find out how to close the gap.