How will car dealership marketing change as OEMs consider creating national digital retailing portals?

On the latest episode of Auto Marketing Now, host Brian Pasch tackles an especially important topic: national digital retailing portals courtesy of manufacturers. Recently, Brian Pasch Enterprises Research released a report called Comparing Stellantis E-Shop to Competing Digital Retailing Solutions. In this segment, Pasch shares some findings from the report and reveals how these findings affect car dealers.

Before Pasch dives into details of the E-Shop, he takes a step back to look at the future of automotive retailing and the impact it might have on car dealerships’ local marketing strategies. Stellantis is the fourth, (some might say fifth) OEM to consider a framework that would take a consumer, who is shopping for a new car, off the local dealer’s website, and put it on a national portal.

Why does this matter? Well, for starters, it would mean that, as customers research vehicles online in their local markets, they would be redirected to the national portal. This means that fewer customs would visit individual car dealership websites. At most, a national portal would only generate a single vague internet lead for the dealership as well. Additionally, car dealers would have virtually no control over the customer experience. Pasch reminds viewers that this could very well be a reality one day in the not-so-distant future. It’s imperative for car dealers to start preemptively planning for a huge shift in marketing strategy.

Pasch encourages car dealers to start talking about these developments in their 20 groups and to stay tuned to CBT News for more coverage on this important topic.

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