^{E06 with Bodo Philipp : Reimagining the Digital Car Buying Journey}

The Auto Futurecast podcast returns with a dynamic new episode! Join host Chris Kirby and guest Bodo Philipp, CEO of MHP Consulting, as they unpack the evolution of digital car buying. From consumer expectations to cutting-edge technologies, this is essential listening for anyone curious about the future of automotive retail and technology.

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Digital Transformation in Car Buying

Online car purchasing is on the rise, demonstrating a remarkable 144% increase in activity since 2020 with 22% of consumers now completing their car purchases digitally. Bodo Philipp shares insights from MHP Consulting's extensive research, shedding light on how the pandemic accelerated the shift towards digital platforms. This section sets the stage for understanding the profound impact of technology on consumer behaviour in automotive sales.

Download the full report here

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Navigating the Complex Online Journey

Online car buying involves multiple steps, making it a highly complex process. From researching and configuring vehicles to arranging a test drive and finalising the purchase, it’s far from straightforward. Chris and Bodo explore the obstacles buyers and manufacturers face and discuss how intuitive, tech-driven solutions are streamlining the process for every type of shopper.

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Breaking Down Complexity with Three Key Dimensions

MHP Consulting offers a framework that captures the intricacies of the car-buying experience:

· Customer Profiles: Tailoring journeys for tech-savvy digital natives versus less technically inclined buyers.

· Purchasing Phases: Addressing the needs at each stage—from research to final transaction.

· Product Complexity: Balancing high-end customisation with simpler configurations for broader appeal.

By considering these dimensions, automotive brands can create journeys that satisfy diverse customer segments.

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Immersive Technology Redefining Experiences

Imagine exploring a car’s every feature from the comfort of your living room. Immersive tools like 3D configurators and Apple Vision Pro integrate seamlessly into the buying

process, offering virtual tours and detailed views of vehicles. These technologies are transforming how customers engage with vehicles, creating richer, more interactive experiences.

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The Role of Transparency in Building Loyalty

Trust underpins customer loyalty, and transparency is key to earning it. Providing clear details on financing, delivery timelines, and specifications goes a long way toward reassuring customers. Bodo highlights how tools like third-party financing comparisons and streamlined communication channels are giving buyers the clarity they need to feel confident.

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A Glimpse into the Future

The podcast closes with a forward-thinking discussion on emerging trends for the coming 18 months. Developments such as subscription-based models, AI-powered chat tools, and advancements in immersive retail technology are opening up new possibilities for automakers and creating exciting opportunities to connect with consumers.

This episode offers a roadmap for crafting digitally optimised customer experiences in automotive retail. Subscribe to Auto Futurecast via your favourite podcast platform or watch the full episode on YouTube to learn more!