埃森哲： 2016全球汽车零售行业调查报告（下载）.pdf

1、Digital hits the road The more digital car buyers become, the more they miss the showroom. OEMs need to raise their gameboth online and off. 1 For todays drivers, purchasing a car should be much like buying any other consumer product: a swift, convenient and cost- effective exercise in online self-s

2、ervice1. New Accenture research reveals that only one third of customers who bought a new car in the past five years would do so again from a standard dealership in the future. Most prefer different options, regardless of whether they are premium or volume customers2. Our research also reveals a par

3、adox: the more digital car buyers get, the more they seek a rewarding physical experience. Indeed, early adopters of new technologies“digital natives”visit car dealerships more often than “digital laggards”. Having made their decisions online, they have very specific reasons for their visit to a sto

4、re. They want the excitement of the showroom, and to be really listened to and understood. 1What Digital Drivers Want, Accenture 2016 2Accenture surveyed a representative number of private car buyers in the US, China and Germany in spring 2016. About the survey Accentures research was carried out in

5、 spring 2016 as an online survey in three major automotive markets: US, China and Germany. The survey participants are a representative number of private car buyers in each market who had purchased a new car in the past five years. 2 THE MORE DIGITAL CAR BUYERS GET, THE MORE THEY SEEK A REWARDING PH

6、YSICAL EXPERIENCE. Liquid Expectations All of which suggests that if OEMs could collaborate with dealers to offer more engaging offline customer experiences, while leveraging more active online options, and ensure that “customer geniuses” are on-hand in both channels, they could control the customer