Connected cars accelerate the need for OEMs to go omnichannel

Ignore shifting customer needs and OEMs run the risk of being left behind, writes Peter Veash

The future of the automotive industry looks bright, with strong growth predicted globally. But those OEMs which fail to adapt to shifting customer needs run the risk of being left behind. There is a need to review traditional practices, including the focus on showroom sales, static vehicle set-ups that allow third-party tech control of the in-car experience, the need for smart manufacturing and personalisation, and the importance of developing post-purchase engagement with drivers.

A recent survey from The BIO Agency on the relationship between OEM and customer highlighted some customer frustrations and opportunities for omnichannel engagement. The results …

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