McKinsey research puplished a study titled “Racing ahead: How digital is changing and enhancing the car buying experience”.
Six core beliefs emerged:
- Digital is the no. 1 information and customer influencing channel.
- Digital has given rise to a new type of customer.
- Digital car sales are a matter of fulfilling prerequisites and of creating a value proposition.
- Digital will turn the existing auto retail model upside down.
The summary of the study can be found here
Here is the complete PDF version of the study.