Mobile Is Changing the Way We Buy Cars

Smartphones are becoming our remote controls for life. 

They are at the same time our personal media and our go-to source device to access everything we need, in every "micro moment" of our life. Indeed, over the last few years smartphones rewrote the rules of the game in all industries, forcing manufacturers and retailers to adapt (or die). 

The automotive sector has not been immune from such revolution and mobile is today an integral part of the omni-channel car shopping experience. For this reason, car makers and dealerships need to rethink the way they interact with prospective buyers, knowing that people use their remote control in each phase of the journey - even when they enter the physical store.

Dave Mingle, executive director-global connected customer experience for General Motors, is leading a new initiative across the company that upgrades technology, processes and models to more effectively reach connected customers. In his words: 

“Today’s customers are learning and shopping on their own terms via their smartphones, tablets and computers, and using search, mobile, social media, third-party websites and enthusiast forums among others to get the answers they need. It’s about optimizing the experience in a mobile environment for whenever and wherever our customers want to reach us.”

As a car maker or a dealership, why should I design my website focusing on conversion and lead acquisition (as it's been done for several years), if the average customer gets to the point of sale with virtually all the information he needs? Is this the best way to engage the connected car buyer in 2016? Do people really decide to visit a dealership to buy a car based on the website conversion funnel?

Number one priority should be instead ensuring that all digital properties and third-party web sites are seamlessly conveying a consistent experience, providing prospects with all the contents they need to fall in love with my brand and my cars.

And even more important than that: make sure that these touch-points are all easy to use on mobile devices! 

If you are interested in this topic please read this interesting article by Brian Solis on WardsAuto.

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