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1、Online sales maturity assessment of leading car manufacturers in Europe,the USA,and ChinaNew Car Online Sales 2023Online sales maturity assessment of leading car manufacturers in Europe,the USA,and China shows that over 70%of automotive OEMs now offer a seamless online car sales experience.Table of
2、contentsPreface .3Management summary and key insights .4Scope and approach of the study .6Maturity rating and methodology .7Study results Regional differences and detailed performance by OEMs in markets .8Study results BearingPoint Online Sales Awards 2023 .10Leading practice overview along the cust
3、omer journey .11Deep dive NIO business model .12Conclusion and recommendations for action .13Contact .14New Car Online Sales 2023“Brands must shift customer experience strategy up a gear.”Automotive WorldDear Reader,For the third year in a row,we monitored and assessed the development of new car onl
4、ine sales1,and each year,we saw an increasing number of online stores.The pandemic in 2020 may have triggered the online sales trend for new cars,but a fundamental and sustainable shift in car buying has now occurred.Original Equipment Manufacturers(OEM)have made considerable efforts in e-commerce,d
5、igital services,and customer experience,and advances in information technology,social change,and business trends2 have reinforced the observed developments.Providing a positive customer experience throughout the customer journey is gaining importance.Enabling customers to buy a car online creates ne
6、w opportunities for implementing other digital services,such as a seamless digital customer journey to compete in the online car market.Similar to the studies in previous years,the results showed that while most OEMs are enhancing the customer experience of their online shops,there is still room for
7、 improvement.Only two assessed brands provide the oppor-tunity to purchase a car configured by the customer online.While almost all OEMs offer extensive functionalities in the pre-sales phase,the digital customer journey stops at the transition to sales in nearly 30%of OEMs.Therefore,this years stud
8、y covers the emerging integration of digital apps and services along the customer journey,where customers want more flexibility,individualization,and sustainability.With e-commerce revenues hitting new highs year after year3,OEMs need to ask themselves how to keep pace and even outdistance their com
9、petition in the automotive industry and beyond.This study assesses the current online sales performances of major OEMs and identifies where they need to improve to catch up with competitors and differentiate themselves.OEMs must make significant investments to successfully transform sales channels a
10、nd provide seamless and outstanding customer journeys to be and stay competitive.Becoming a champion of online car sales means freeing up the necessary resources,and for that,it helps to know ones position this benchmarking analysis does exactly that.Enjoy reading!Christoph LandgrebePreface“One-in-1
11、0 car buyers are ready to complete their purchase wholly online.”Automotive Management“Survey after survey show consumers want a fast,seamless and convenient car-buying experience.”Automotive News“Digital Customer Experiences Evolving Automotive Retail.”WardsAuto“Automakers are instead expected to f
12、ocus more on providing customised in-vehicle experiences.”Automotive World1 Study New Car Online Sales 2021,Study New Car Online Sales 2022 2 Wirtz et al.(2021)Services Marketing:People,Technology,Strategy 3 Statista.(June 29,2022).Forecast of revenue development in e-commerce in Germany from 2017 t
13、o 2025,by segment(in billion euros).Over 70%of automotive OEMs now offer a seamless online car sales experience3Management summary and key insightsKey insightsBest performance of automotive OEMs in their domestic marketsStrong increase in the UK market performance according to the number of shops wi
14、th seamless customer journeys(+42.9%)and average market maturity score(28.8 out of 51)65 shops provide a seamless digital customer journey for new car online sales(increase compared to 2022:+8.3%;2021:+109.7%)Development continues with significant differences in online sales maturity in markets,new
15、e-mobility players vs.traditional OEMs,volume vs.premium brandsTesla remains the global champion in 2023 regarding direct sales in all markets and regions.The American automaker is still one of a few that enables customers to purchase individually configurated cars online.Closely following are the t
16、wo German OEMs,Mercedes-Benz and BMW,which score the highest after Tesla with their German online shops.However,customers cannot buy an individually configurated car directly online or can only make a reservation.The shops of Mercedes-Benz and BMW only score high in Germany:their stores in other Eur
17、opean countries are considerably different.OEMs generally deliver their best performance in their domestic markets,except for Tesla.Polestar is still classified as the biggest challenger to Tesla in offering a seamless customer journey.Polestar not only offers an outstanding user experience but also
18、 provides the possibility to buy an individually configured car online.Moreover,both brands follow the same business model with a high customer experience in their showrooms and direct sales to customers without dealers involved.But volume OEMs follow suit and at least offer the possibility to purch
19、ase preconfigured models entirely online.Nevertheless,substantial differences remain in online sales maturity when comparing new e-mobility players to traditional OEMs and comparing premium to volume brands.4The transformation of online car sales has been profound compared to our study results from
20、2021-20225 more than 70%of all assessed brands now allow customers to complete the sales process online.Overall,since the study was first published in 2021,an increase of 109.7%in online shops offering a seamless customer journey has been identified.Even if the increase from 2022 to 2023(+8.3%)is lo
21、wer than from 2021 to 2022(+94%),global automotive OEMs have greatly improved e-commerce,digital services,and customer experience.More than 60%of assessed OEMs relocated parts of the digital customer journey to mobile apps for a better customer experience and enabled future revenue streams in after-
22、sales4 OEM classification in study scope(total amount of shops assessed(n)=91):Premium:n=32,Volume:n=56,Luxury:n=3;New E-Mobility:n=13,Traditional:n=78.5 Study New Car Online Sales 2021,Study New Car Online Sales 20222021Global365Figure 1:Number of seamless customer journeys from 2021-202
23、3+109.7%+8.3%46 The maturity score shows the performance of an OEM or market considering the achieved criteria out of total 51 scoring points.The UK market was identified in this years study as the market showing the most significant improvement in the average maturity score6 and the number of shops
24、 with a seamless customer journey compared to last years study.Figure 2 shows the differences in online sales maturity in the analyzed markets.China has the lead regarding the number of online shops offering a seamless customer journey.In this years study,we want to differentiate between mobile and
25、online sales via the website customers in the Chinese market finish the purchase check-out on their mobile phones through WeChat or Alipay.The UK,Germany,and France lead the way for traditional online stores in Europe,but there is a general trend showing the implementation of apps in the customer jo
26、urney.All markets show that over 60%of the assessed OEMs relocated touchpoints of the digital customer journey to mobile apps for a better customer experience and enabled future revenue streams in after-sales.Besides the trend of mobile sales,we could also identify other emerging trends in all marke
27、ts due to changing customer behavior and increased expectations.Figure 2:Differences regarding the average maturity score in the analyzed marketsN=91(13 OEMs per market)Average Maturity Score Markets25252924262729GERUKFRAITAESPCHNUSA“More than 60%of the assessed OEMs implemented mobile apps into the
28、 customer journey to enhance the customer experience.”5Scope and approach of the studyGiven that the new car online sales market is diverse and customer behaviors differ from market to market,the scope of the study was designed to include the most important car regions in the world,which are China(3
29、3%of global car sales in 2022),the USA(19%),and Europe(16%).7In Europe,the study focuses on the biggest new car sales markets:Germany,the UK,France,Italy,and Spain.8 The top 10 manufacturers by sales,new car registrations,and market share in 2022 in each market were assessed.Three other OEMs which w
30、ere not ranked among the top 10 by sales but are known for providing a good online shop experience,were also included as“Wildcards.”The assessment of a total of 91 online stores was carried out within a specific period9 in 2023.All OEMs online shops were assessed along a predefined customer journey
31、blueprint from pre-sales,sales,and handover.Their ability to provide perceived quality in online sales based on online shops performance scores was evaluated to derive their online sales maturity.Only online shops with the possibility to make an online reservation or to complete an entire online pur
32、chase without integrating the dealer have been included.7 International automotive markets 2022:Europe,Japan and USA with declines|VDA 8 Number of new passenger car registrations in Europe by country,January to April 2023(Statista,Germany)9 From 2nd February to 13th April 2023Figure 3:Biggest region
33、s&markets for new car sales worldwideIn 30 seconds Markets:USA,CHN,GER,UK,ITA,FRA,ESP Products:New cars only(Individual configurations and preconfigured cars)Platform:OEM shops only Brands:Top 10 OEMs in sales,new car registrations,and market share plus three“Wildcards”Total shops:91 in 7 markets6Ma
34、turity rating and methodologyOEMs were ranked according to the customer journey,which was divided into three major phases and 17 touchpoints.1 Pre-Sales,which focuses on information and decision-making;2 Sales,which looks at the buying process;3 Handover,which focuses on the post-buy process.Differe
35、nt touchpoints are also included in these phases,such as car configuration in the pre-sales phase or a trade-in option in the buying process.Every aspect has four degrees of maturity.These degrees of maturity are based on the degree of fulfillment.Depending on the degree of fulfillment reached,point
36、s range from 0 for no fulfillment to 3 for maximum fulfillment.The maximum score is 51.Customer expectations,technology,and processes are evolving.Hence,the following criteria have been adjusted compared to last year:Personal advice Financing/leasing with a subscription model and flexible leasing op
37、tions Delivery to individual places at the customers choicePick-up at dealerHand-over processDeliveryDrop-offOrder trackingCar configu-rationVR experienceAvailable product informationTest drivePersonal adviceOverall UXOnline buyTrade-InBuying methodOrder cancellationFinancing/leasingReturn policyAna
38、lysis ScopeEvaluation categoriesOnline shop with purchasing functionKey triggerIs an action possible that enables a buying process?Triggered by:down payment,reservation,signing contracts,binding purchaseOEM homepage/car configuratorTarget:Information2 Sales1 Pre-Sales3 HandoverMaximum score=51/“3“in
39、 each category Evaluation categories ScoreNo service (e.g.,no test-drive option)0Basic service (e.g.,form for contacting dealer regarding test-drive)1Good service (e.g.,option to inquire for specific timeframe and car)2Excellent service (e.g.,test-drive booking online possible)3Ranking methodologyFi
40、gure 4:Customer journey blueprint for new car online sales with 17 customer touchpoints Target:Realizing sales7Maximum score=51/“3“in each category29Honda,NIO3327CHINATeslaBMW3343Jeep,Cadillac3732Tesla (FRA,UK)USA44Tesla42LucidEUROPETesla(GER)Tesla(ESP)GeneralRegional differences remain notable.As m
41、ost of the evaluated OEMs are from Europe and China,we observed the highest increase in new online shops and the most substantial improve-ments regarding the provided customer journeys in these regions.In general,OEMs perform best in their domestic markets and still dont offer the same maturity in o
42、ther markets,leading to significant differences in the total score.EuropeTesla remains at the top of all European markets.As the centra-lized website is only marginally different from market to market,the total score of Tesla is relatively equal in Europe.Two German brands,Mercedes-Benz and BMW,are
43、next in the ranking.Both improved tremendously from 2022 to 2023 regarding their maturity score,which shows that they put a lot of effort into the digital sales experience(see Figure 5:Top 10 automotive OEMs in Germany 2022 vs.2023).Polestar follows next as the only OEM,besides Tesla,making it possi
44、ble to purchase an individua lized configuration.Both new e-mobility leaders run their websites centralized across all markets.USATesla also tops the list of OEMs in the American market.The global leader is followed by Jeep and Cadillac,tied for second place with the same maturity score,and the e-mo
45、bility brand Lucid with the third-highest maturity score.The US market still trails most European markets regarding the number of online shops providing a seamless customer journey and the average maturity score.ChinaChina remains the market with the highest number of online shops providing a seamle
46、ss digital customer journey,totaling 12 out of 13.Though Tesla remains at the top of the Chinese market,the other assessed brands,because of their high sales volumes,are primarily Chinese brands,which marks the first difference from the other markets.Nearly all OEMs sell online and offer to finish t
47、he purchase via the mobile phone,which marks another essential difference compared to the customer journey in other regions where mobile commerce has not been included yet.Customers are directed to the cell phone via a QR code,and payment is made almost exclusively via providers such as WeChat or Al
48、ipay.Despite the high number of stores that allow online purchases in China,the average maturity score is relatively low compared to other markets,where the number of online shops offering a seamless digital customer journey is lower.The average maturity score is low due to Chinese OEMs performing c
49、omparatively poorly in individual touchpoints,such as booking a test drive online,and also in most of the touchpoints of the handover phase.Study results Regional differences and detailed performance by OEMs in marketsResults online car sales 2023Figure 5:Top 3 OEMs of the assessed regions Europe,US
50、A,China8n=13PolestarLand RoverTesla28.8 Average Market Maturity Score2631+19%43+8%402632+23%36+50%24373029282727CitronRenaultTesla26.8 Average Market Maturity Scoren=132543+8%402527+8%25+32%33+56%281828+40%2820303020n=13Mercedes-BenzBMWTesla28.9 Average Market Maturity Score44+7%41+39%392825+52%38+1
51、4%3329+48%3121+21%2924+22%2218352925Market Insights Germany Germany is the market with the highest average maturity score.The market insights prove that OEMs perform best in their domestic markets(except for Tesla)since Mercedes-Benz and BMW follow Tesla with a solid performance in functionality and
52、 user experience in their online shops.In the German market,BMW had the most significant jump in online sales maturity(+52%)from 2022 to 2023.Market Insights United KingdomThe UK market demonstrates the strongest increase in performance according to the number of shops with seamless customer journey
53、s(+42.9%)and average market maturity score(28.8)compared to 2022.Land Rovers performance in 2023 is remarkable compared to 2022,increasing by 50%.Market Insights FranceIn France,OEMs in their domestic markets again gave their best perfor mance,with Citron and Renault occupying positions 2 and 3 with
54、 their strong performance in online sales.Figure 6:Top 10 automotive OEMs in Germany 2022 vs.2023Figure 7:Top 10 automotive OEMs in the UK 2022 vs.2023Volume OEMPremium OEM20232022Figure 8:Top 10 automotive OEMs in France 2022 vs.2023 9Tesla(GER)Leading in Handover Outstanding handover processes,inc
55、luding deep insights in production processes and delivery times.Study results BearingPoint Online Sales Awards 2023TeslaLeading Online ShopBest overall online shop,leading all assessed shops in perceived quality.BMW(GER)Rising StarOutstanding perceived performance and strongest increase in maturity
56、score.TeslaGlobal LeaderOverall benchmark across all markets for pre-sales,sales&handover.Citron(FRA),DS(ESP),Tesla(GER)Leading in SalesHighly functional and convenient online sales process.Lucid(USA)Leading UXExceptional user experience and extraordinary look and feel of website.BMW(UK)Leading in P
57、re-SalesBroad offering information and configurator embedded in great UX.UKRising marketHighest increase of shops with seamless customer journey and average maturity score.10As more OEMs move online,there is not much potential for differentiation by offerings alone.However,the dynamic market provide
58、s many ways to close the gap with competitors,which is the first step to online sales success.Nevertheless,outstanding performances in the customer journey make a difference.In general,we observed the rising importance and demand for sales apps and digital services included in all three phases of th
59、e customer journey.We have also seen an increasing maturity in AR/VR opportunities that premium OEMs have already implemented.AR/VR is still an option for differentiating online shops and sales offerings by embedding interactive virtual content into a customers physical environment in real-time.Daci
60、a is the first OEM in the volume segment,that allows customers to see a configurated car via the Dacia app in their own physical environment as part of the pre-sales phase.Even though 71%of the assessed markets provide the option to purchase a car online,the only OEMs offering a digital solution for
61、 a highly individualized customer experience are Tesla and Polestar we have identified an individualized customer experience as a leading practice.Another trend that is emerging is an increasing desire for flexibility.More and more OEMs offer leasing options on a subscription model basis,with Volvo
62、standing out in this space.Volvo offers their customers a subscription model with the possibility of flexibly changing the car after the first three months.Customers can also terminate or pause the subscription with three months notice,all handled via an app.Volvos offer reflects customers desire fo
63、r more flexibility and the psychological shift toward a sharing economy.In the handover phase,the Tesla app stands out,with customers able to access the delivery date of their new car and obtain extensive information regarding the status of their car,such as production insights.Leading practice over
64、view along the customer journey Pick-up at dealerOrder trackingHome deliveryHand-over processDrop-offCar configu-rationVR experienceAvailable product informationTest drivePersonal adviceOverall UXOnline buyTrade-InBuying methodOrder cancellationFinancing/leasingReturn policyExtended Realities(AR/VR)
65、Subscription Models (flexibility,insurance,maintenance,financing)Delivery TrackingFigure 9:Leading practices for apps across the customer journey2 Sales1 Pre-Sales3 HandoverOrder-to-Cash(e.g.,Wechat,Alipay)Click for more informationClick for more information11Even though the study focuses on the dig
66、ital customer journey of automotive OEMs,an omnichannel approach has great potential,especially in after-sales and customer retention.OEMs should develop strategies to merge the convenience of digital solutions with experiences in the physical world.NIO,a Chinese automaker,has an innovative and uniq
67、ue concept that goes well beyond the car.For instance,there are dedicated NIO houses with libraries,cafs,and meeting rooms.Moreover,NIO established a lifestyle brand offering collections in cooperation with designers.The designers use materials from the automotive world,such as safety belts and airb
68、ags,for NIO collections.Within their NIO POWER initiative,the Chinese OEM also established a charging solution using a battery-as-a-service subscription model.Customers can subscribe to batteries with different capacities depending on their needs,and batteries can be easily and quickly replaced at N
69、IO Power Swap Stations.The battery swap model reduces the waiting time for customers compared to charging the battery at a charging station.Moreover,NIO provides customers with a range of mobile internet-based power solutions for recharging NIO vehicles as fast as possible.NIOs pick-up and drop serv
70、ice alleviates the fears of customers running out of power before getting to charge their vehicles.With its offerings beyond cars,NIO aims to create a community and,thus,a place for exchange and interaction.While these concepts have nothing to do with car buying at first glance,they greatly enrich t
71、he customer experience with a seamless transition between online and offline sales channels,stronger customer retention,and a focus on the after-sales phase.In summary,the core of NIOs business model is building a brand community that strives for the best possible customer experience and word-of-mou
72、th marketing,creating brand loyalty.Deep dive NIO business modelFigure 10:NIO HOUSEFigure 11:NIO LIFEClick for more informationClick for more information“NIO aims to create an outstanding customer experience with its innovative and unique concept that goes beyond the car.”12Conclusion and recommenda
73、tions for action ConclusionRecommendationFlexibility and individualizationChanging customer behavior and higher expectations regarding personalized product insights,touchpoints,and individualization require innovative online sales journeys for new vehicles,parts,and services.OEMs need to offer more
74、flexibility in pricing and subscription models with a strong focus on increasing the customer lifetime value beyond the actual sales processes.1Automotive direct sales models Leading OEMs need to transform their business models by not only selling cars online but revolutionizing their D2C sales and
75、after-sales processes to deliver superior customer experience.BearingPoint can support you in knowing your market position by benchmarking sales and digital services,designing an agency sales model and rolling it out,to implementing OEM-driven after-sales processes and platforms for parts and access
76、ories.Digital sales processesCustomer experience,including online-to-offline integration,is a key strategic goal for many OEMs,but concepts for implementation and scaling are lacking.At the same time,efficiency pressures in retail require increasing automatization,yet OEMs must maintain valuable per
77、sonal interactions with customers.2Customer experienceBearingPoint offers an end-to-end service from strategic target picture definition to rollout and scaling of customer experience across the customer journey.The as-is evaluation and fit-gap analyses with strategic objectives deliver the target ex
78、perience in sales and after-sales.Higher customer satisfaction through personalized and integrated digital processes leads to increased information availability,time savings,and transparency.New business modelsOEMs need to expand their digital portfolio to generate new business.Leveraging the availa
79、ble data of OEMs stemming from production,sales,after-sales,and vehicle usage provides excellent revenue potential.However,it also bears the risk of cannibalizing the business.3Data and digital service monetizationBearingPoint supports OEMs in finding the sweet spot to generate additional revenues t
80、hrough a broader ecosystem without harming the existing business.Developing data-driven use cases within and outside the core automotive industry and assessing business cases and roadmaps enable new business models and additional revenue streams.13 2023 BearingPoint GmbH,Frankfurt/Main.All rights re
81、served.Printed in the EU.The content of this document is subject to copy right(“Urheberrecht”).Changes,cuts,enlargements and amendments,any publication,translation or commercial use for the purpose of trainings by third parties requires the prior written consent of BearingPoint GmbH,Frankfurt/Main.A
82、ny copying for personal use is allowed and only under the condition that this copy right annotation(“Urheberrechtsvermerk”)will be mentioned on the copied documents as well.Photo credits:Adobe Stock,.BEDE23_1410_ST_EN_New Car Online SalesContactChristoph Landgrebe Partner AuthorsChristoph Landgrebe,
83、Sophie Graf,Dorothee Hiller,Ulf Moormann14About BearingPointBearingPoint is an independent management and technology consultancy with European roots and a global reach.The company operates in three business units:The first unit covers the advisory business with a clear focus on five key areas to dri
84、ve growth across all regions.The second unit provides IP-driven managed services beyond SaaS and offers business critical services to its clients supporting their business success.The third unit provides the software for successful digital transformation and regulatory requirements.It is also design
85、ed to explore innovative business models with clients and partners by driving the financing and development of start-ups and leveraging ecosystems.BearingPoints clients include many of the worlds leading companies and organizations.The firm has a global consulting network with more than 10,000 people and supports clients in over 75 countries,engaging with them to achieve measurable and sustainable success.For more information,please visit: