Automotive Business Magazine – Q2 2026 – Digital edition - Magazine - Page 21
OPINION
RETAIL
still matters
Crucially, digital channels now play a
massive role in reassurance. With 38%
of young people open to exclusively
researching and buying a vehicle online,
according to YouGov data, digital
touchpoints are where trust is won
or lost. If a brand’s online presence
is fragmented, or if the social media
experience doesn’t match the reality on
the configurator, that trust evaporates.
Friction is the enemy
The demand for seamlessness extends all
the way from the first search result to the
final signature.
There is a profound disconnect
between the transparency we allow with
retail brands like Amazon, for example,
and the friction of the traditional
dealership. Today’s buyer enters the
process armed with data, often knowing
the invoice price before they speak to a
human. They want a product genius, not
a negotiator.
The friction of the old model – haggling,
opaque fees, paperwork – is incompatible
with the modern buyer's expectations.
We see this in the success of the
Agency Model pilots, such as MercedesBenz in the UK, where transparency
and fixed pricing contributed to a rise
in registrations and higher customer
satisfaction scores.
Buying a car should feel as fluid as
the technology inside it. When 93% of
buyers want a seamless transition from
online build to offline test drive, as per
Fullpath data, we cannot afford for them
to start over when they walk through the
showroom door.
Not age, but mindset
It’s tempting to box this behaviour into
a Gen Z demographic silo, but that
would be a strategic mistake. We’re
witnessing a psychographic shift, not
just a generational one. The demand
for seamlessness, transparency and
experience is universal. The expectation
that a car should integrate with your
→ Frances Dennis
is chief marketing officer at Brandwidth
digital life isn’t unique to a 22-year-old.
It’s a characteristic of the 'experience
economy' we live in.
Consider the data. CarGurus found
that, while young buyers lead the charge,
86% of Millennials and 77% of Gen X are
open to using artificial intelligence (AI)
and digital tools in their car shopping
journey. A 45-year-old tech professional
often has more in common with a
22-year-old digital native than they do
with a traditionalist of their own age.
We need to stop relying on lazy
generational segmentation. One-toone personalisation is crucial here.
By using data to understand lifestyle
needs, whether that be ‘dog owner’ or
‘audiophile’, we can tailor the digital
experience to the individual mindset, not
just the demographic bracket.
Ultimately, ownership is just being
reinvented. We’re shifting from an era
of accumulation, where we bought
stuff, to one of curation, where we
build identity. Rather than just being a
material asset, the car has evolved to be
a lifestyle enabler.
For brands, the path forward is clear.
We need to stop selling horsepower to
a market that wants empowerment. We
need to build digital buying experiences
that provide clarity, consistency and
reassurance. We must recognise that
this shift isn’t just coming from younger
buyers, but from everyone who values
their time and freedom.
Q2 2026
AUTOMOTIVE BUSINESS
21
