How the world is today
The way cars are sold is changing, putting market models under pressure. Customer expectations are shaped by retail experiences in other industries, while advanced technology opens up new opportunities within traditional retail approaches.
About 10% of new cars are sold online today – High growth rates expected by market experts, at least doubling today’s volume by 2020 Within the German market, there are several dominant players – Four archetypes to be distinguished, each one with its own ‘raison d’être’
>Marketplaces for comparing prices of different dealers – High degree of transparency
>Brokers as mediators between authorized dealers and end customer in selling process – High degree of convenience
>Special concepts being a one-stop-shop solution for car leasing – High degree of convenience
>OEMs/dealers where the online shop presents a further customer touchpoint within the multi-channel approach – High degree of trust
Two types of customers within the online market for cars: "the informed saver" and "the multi-channel customer". Whereas the informed saver has long been a priority for existing archetypes, the focus is increasingly shifting to multi-channel customers; not least because they account for almost half of the market. Hence, online portals focusing on one-stop shops are currently receiving a strong push.
Nevertheless, all of the big players in the German market display some gaps in fully capturing the convenience-seeking customer – Reason: customer journey not entirely integrated seamlessly (discontinuity within ordering process, missing link between online and offline world).

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