Car Buying in the Digital Age: Key Elements of an Ideal Dealership Experience


In a fast-changing and highly turbulent industry, automakers are under relentless pressure to stay viable and competitive. With convenience and efficiency emerging as very important customer expectations, especially among digital natives, traditional car-selling practices are under attack. The new competitive dynamic is forcing car manufacturers and dealers to review every aspect of the value creation process, from manufacturing to customer service. Reimagining and reinventing the dealership experience is an important focus area as sellers are looking for new and innovative ways of enhancing the buyer experience. This case draws on research and consulting insights to shed light on pain points associated with the traditional purchasing process. The overall learning goal is to enhance student awareness of the digitization trends in the automotive industry and challenge them to offer innovative recommendations on how best to cope with the disruptive forces.

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