EV vs Gas. How will dealers navigate what their customers truly want moving forward
Are Elite Dealers & Automakers Driving Away from Customer Demand?
The automotive industry stands at a crossroads. As OEMs race towards electrification and data-driven strategies, a critical question emerges: Are they leaving their customers in the rearview mirror? Do the elite dealers, the ones at the top of the PMA understand better what the customer wants in 2024? What does the customer truly want? Let’s dive in!
The EV Push: Innovation or Alienation?
Take Dodge, for instance. This iconic brand, known for its roaring V8 engines, is capping production on its beloved Charger and Challenger models. It’s like asking Michael Jordan to swap his basketball shoes for cleats – an uncomfortable fit that challenges the very identity we’ve come to love.
While electric vehicles (EVs) represent progress, they’re not universally embraced. The enthusiasm seems more prevalent in climate conferences than in American garages. This disconnect raises a crucial point: What happens when innovation isn’t customer-driven?
The Apple CarPlay Conundrum
General Motors’ decision to remove Apple CarPlay from its vehicles is another head-scratcher. After two decades in retail, I’ve seen few features resonate with drivers like Apple CarPlay and Android Auto. They’re not just nice-to-haves; they’re deal-breakers for many buyers.
GM’s rationale? Data ownership. But here’s a radical idea: If you want to know what your customers want, why not ask them?
The Power of the Consumer Wallet
Recent history shows us the dangers of ignoring customer preferences. Remember BMW’s attempted heated seat subscription? The backlash was swift and fierce, forcing a quick retreat.
In today’s hyper-connected world, consumer discontent spreads like wildfire. Just ask Bud Light about the power of customer boycotts. It’s clearer than ever: OEMs need to tune into customer frequencies or risk static that could disrupt their entire business model.
A Cautionary Tale for OEMs
The graveyard of once-mighty companies – Kodak, Blockbuster, Nokia – is filled with those who failed to listen to their customers. The automotive sector could be next if it doesn’t heed these warning signs.
In our customer-centric age, relying on past brand loyalty or pursuing data streams without regard for consumer preferences is a risky gamble. The road ahead for automakers must blend innovation with deep respect for consumer sentiment.
Driving Success in 2024: How Elite Dealers Are Winning Hearts and Wallets
In 2024, elite car dealers are those who master the art of personalized, omnichannel marketing. They leverage data-driven insights to create tailored experiences across digital and physical touchpoints. This includes targeted social media campaigns, AI-powered chatbots for instant customer service, and immersive virtual showrooms that allow customers to explore vehicles from the comfort of their homes. The most successful dealers also employ sophisticated CRM systems to nurture leads and maintain relationships long after the sale. For customers, this translates to a smoother, more convenient car-buying journey. What customers truly want from dealers in 2024 is transparency, convenience, and control.
They’re looking for upfront pricing, detailed vehicle information available online, flexible purchasing options (including online buying), and a pressure-free environment. Customers also value dealers who offer seamless integration between online research and in-person experiences, allowing them to start their journey online and finish at the dealership without repetition or hassle.
The Bottom Line
As the automotive industry navigates this transformative phase, it’s time for a reality check. OEMs, it’s time to re-engage with your true north star – the customer. You may have the data, but what good is it without a loyal customer base to apply it to?
The future belongs to those who can engineer vehicles that not only align with environmental goals but also resonate with the heartbeat of the market. After all, it’s the drivers who hold the keys to your continued success.
What are your thoughts? Are automakers on the right track, or do they need to shift gears? Let us know in the comments below!
