Automotive Business Magazine – Q3 2026 – Digital edition - Flipbook - Page 27
OPINION
RE TA I L
Building our own
customer ecosystem
→ Dan James is chief transformation officer at Volkswagen Financial Services (VWFS) UK
T
he increasingly non-linear
nature of the car-buying
journey means customer
leakage can occur at multiple
stages. Today’s buyers
move fluidly between online
research, dealership visits,
comparison sites and brokers,
picking and choosing when
and how they engage.
The ecosystem approach
At its heart, a customer ecosystem is
designed to retain and support them
throughout their entire journey, rather
than focusing solely on point of sale. The
aim is to create an environment where
customers naturally remain engaged
with the brand and its partners.
In automotive retail, there are many
potential gaps where customers can
drift away. A typical example is the
customer who visits a dealership, gathers
information, takes a test drive and
leaves to consider their options - only to
later secure a deal through a broker or
independent platform.
Closing those gaps requires a
seamless, proactive and integrated
experience. This includes the path to
purchasing a new vehicle, ongoing
aftersales and even supporting
customers considering a move into the
used car market.
Nike, Amazon and Apple have set the
benchmark for creating compelling
customer experiences that blend physical
and digital engagement.
From virtual product try-ons to clickand-collect services, these brands have
redefined convenience. Competitive
pricing remains important, but it’s the
seamless experience that drives loyalty.
One of the most important steps is
ensuring that the digital and physical
retail environments work together, rather
than operating as separate experiences.
VWFS UK research shows that 42%
of new car purchases now combine
the speed and convenience of online
research with the expert support
available in dealerships. For most
buyers, the journey begins online, long
before stepping onto the forecourt. But
dealerships remain critical in providing
reassurance, expertise and confidence.
Another significant opportunity
lies in personalisation. When used
effectively, customer data can help
tailor experiences, anticipate customer
needs and ensure that interactions feel
relevant. Personalised communications,
targeted offers, and tailored service
reminders can strengthen relationships
and encourage long-term loyalty.
A strong retention strategy built
around value-added services, integrated
aftersales support and ongoing
engagement can keep customers
connected to the brand.
Building the ecosystem
At VWFS, our focus includes investing
in digital capabilities to identify and
reduce friction in the customer journey,
addressing pain points before they lead
customers elsewhere.
We have developed an integrated
used car marketplace to support our
dealer network, while helping to retain
customers with the wider brand.
Ultimately, building an effective
ecosystem requires collaboration.
Success will depend on strong
partnerships between manufacturers,
finance providers, dealerships and digital
teams. When these touchpoints work
together, they can create a cohesive and
compelling customer journey that keeps
buyers engaged.
The sector is still evolving, but the
direction of travel is clear. By looking
beyond our own industry and learning
from the best examples, we have an
opportunity to redefine how we connect
with drivers. In doing so, we can ensure
the journey doesn’t end when a customer
leaves the showroom.
Q3 2026
AUTOMOTIVE BUSINESS
27
