The future of automotive is only a click away.
Automotive News reports many big-name dealer groups fully adopted digital retailing last year, selling over 5,000 cars online in Q1 alone.
As more dealerships work with online customers, kinks in the process start to emerge.
It’s common knowledge that Vehicle Personalization is a big business and an integral part of car buying. Dealerships can’t afford to leave accessory profit potential on the table just because the customer is shopping online. The problem is that digital retailers don’t allow dealers to set their own pricing and labor for accessories, and stores end up eating labor costs.
It’s a huge frustration, and some GMs throw the baby out with the bathwater, abandoning accessories altogether.
Only that won’t work, either. It’s not sustainable long term. Ninety percent of customers will personalize their vehicles—if your store doesn’t offer it, they’ll buy it from the aftermarket retailer down the street.