2000
The first online marketplaces for used cars appear. Previously, consumers were dependent on local dealers and the purchase experience was almost 100% physical.
Even when considering a model, awareness was drawn from traditional advertising, and research was largely conducted via printed brochures from dealers.
2005
Online broker platforms appear to provide support during the sales process between authorised dealers and the end consumer.
Sales of new cars focused on the “build-to-stock” model. Online research becomes a crucial part of the experience as platforms begin providing online booking, car configurators and e-brochures.
2010
Consumers research vehicles across different channels. Competition for leads between platforms increase, leading to a professionalisation of the digital experience.
Car subscription services, digital dealerships, and innovative third-party online platforms appear. OEMs increase their focus on multichannel activities – some of them with a direct sales approach.
2015
The process of buying a car continues to undergo digital reinvention. As consumers constantly switched from digital to physical channels (pre- to post-purchase), aligning the online and offline interactions becomes an integral part of the purchase experience.
OEMs increase their focus on selling their cars directly to consumers (DTC) and some of them start launching D2C pilots.
Today
COVID-19 becomes a catalyst to force automotive online retail models to be adopted by most OEMs.
OEMs use an omnichannel approach to compete with evolved online marketplaces, car subscription and sharing services and new players focused solely on digital-first direct-to-consumer platforms. Integration of analytics, pricing tools and financing models in the online purchase process is now a standard application to increase leads.