This new unified experience could even extend to the metaverse, Theimer says, with virtual test drives. But it also incorporates existing real-world dealerships as a valued asset, not as faded relics of a pre-digital era or an anchor slowing down the boat of change.
“For many, many people out there our retail partners are the main interface to our brand,” Theimer says. “And of course I think it would be stupid to give that up, because it is, even if there’s a huge trend to direct sales ... we see also brands in the automotive sector who are totally based on a digital purchase journey, on a direct sales model, they are now more and more investing into physical locations as well, because they ...
That’s one of the places BMW is working with partners like Adobe with its Experience Cloud, a suite of applications for commerce, customer data, and personalization across channels and media. And ... actual physical locations. “Customer experiences and seamless journeys – built on insights, data and compelling content – are what make the digital economy personal,” says Anil Chakravarthy, president, Digital Experience Business at Adobe. “As the web evolves, there will be greater demand than ever for data-driven, immersive experiences that include e-commerce, multi-user functionality and the ability to own and export customized versions of your identity and possessions across virtual worlds.
And that means the car-buying journey doesn’t end when the customer takes delivery. In a new world — brave new world? — there could be un-enabled functionality in your car that you only unlock as needed or desired ... for an extra price. Tesla does that with Acceleration Boost, for example, which you can buy to make your already-fast long-range Model 3 or Y Tesla even faster, though not as fast as a performance model.
However digital cars become, and however digital the car-buying experience becomes, Theimer says the human touch should never disappear.“People want to get in touch from time to time with real faces ... for me, that’s very, very clear,” he told me. “I think it’s nearly a concierge kind of thing. It’s your personal partner on your side who is on service at every point 24/7 when you have a wish or when you have a demand in the context of your mobility system.
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