From click to car

The new digital journey for automotive customers

Consumer behavior is evolving, especially in urban areas. The rise of shared mobility is reshaping the market, and data-driven services are becoming key differentiators. To keep up, OEMs are revising their go-to-market strategies, moving closer to their end customers with “direct to consumer” models and redefining dealer relationships.

The buyer journey has shifted online. From car configuration to test drive bookings and purchases, digital channels are now the core of the process. Scalable, personalized Digital Experience (DX) platforms support this evolution. Post-purchase, the digital user journey continues, with headless DX platforms enabling content delivery across in-car screens, apps, and portals.

What was once a glossy showroom on a website must now be transactional, AI-enabled, and measurable. It’s about creating a seamless, end-to-end digital process that spans the entire customer lifecycle, from first contact to the last drive.