In a study conducted by the consulting company BearingPoint, online stores of leading car manufacturers were evaluated. All of them were evaluated for all stages through which the consumer passes: purchase initiation, purchase, and car delivery. As in the previous study last year, Tesla once again ranked first in all markets assessed, i.e. China, Europe, and the US.
“To be and remain competitive, automakers must make huge investments to successfully transition their traditional sales channels to online sales through the adoption of state-of-the-art technology. First of all, becoming a champion in online car sales means quickly adapting to changing customer buying behavior and freeing up the necessary resources for online sales,” said Christoph Landgrebe, Partner at BearingPoint. “It is useful to know the importance of individual elements of the sales process from the customer's point of view, as well as one's own competitive position – and this does not look particularly good for German manufacturers at the moment. There is still a lot of room for improvement,” he continued.
Tesla continues to lead the rankings in all regions that have been surveyed. In particular, studies were carried out in China, Europe, and the USA. Closest to Tesla came Polestar, but only in the European market. In this region, automakers are increasingly turning to online sales to keep up with the times. Otherwise, in all markets, Tesla still does not have a worthy competitor.
“The online store is no longer a feature, but a necessity: brands can only stand out by being leaders in customer service and design, coupled with superior customer experience,” said Landgrebe.
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