The conversation about digital retailing in automotive has been running parallel to the actual adoption of it. Some are all in. Many have it and don’t fully embrace it. But at this point, if you’re still on the fence, the real question is, what are you holding out for?
Customers aren’t asking for a full transformation. They’re asking for convenience, transparency, and speed. Digital retail tools offer all three, and still, less than one-third of dealers are using them consistently on the showroom floor. That’s not just a missed opportunity. That’s losing ground to the kind of experience today’s buyers expect.
The Trust Gap
A lot of resistance to digital retailing isn’t about the tech. It’s about fear. Fear of losing control, fear of the unknown, and fear of disrupting something that still works. But here’s the truth: these tools, when used well, don’t weaken your role, they reinforce it. They make your sales process more consistent, which makes it more credible. And credibility closes deals.
Consistency also builds confidence. When customers see alignment between what’s online and what happens in-store, it sends a message that your dealership can be trusted. That message is louder than any pitch.
The Numbers Speak for Themselves
According to recent industry data, 84 percent of dealers are using some form of digital retailing tool, yet only about 30 percent have fully integrated those tools into their day-to-day processes. That’s like owning a performance car and only driving it in first gear.
At the OEM level, adoption is becoming more structured. Many manufacturers now offer certified programs or require dealers to meet digital standards to access co-op fund and other incentives. Whether you love it or not, the direction is clear. Digital retailing is no longer optional, it’s expected.
From Online to On-Point
This isn’t about going fully digital. It’s about using the tools to back up your process, not replace it. Think of them as your digital desk manager, removing friction, streamlining steps, and helping your team deliver a more efficient, more modern experience without losing the personal connection that sells cars.
The most successful dealers aren’t tossing out the playbook. They’re updating it. They’re using technology to sharpen the pencil, not take it out of the salesperson’s hand.
A Shift Worth Making
If you’re hesitant, start small. Offer digital appraisals. Let customers work their own deal at home before they walk in. Use digital menus to speed up F&I. These aren’t gimmicks. They’re practical ways to meet people where they are and give them a reason to keep moving forward with you.
Digital retailing is not about eliminating the human element. It’s about making space for it. The fewer hoops a customer has to jump through, the more time your team has to build relationships, solve problems, and close confidently.
The road to modern retailing isn’t paved with hype. It’s made up of small decisions that add up to a better experience for your team, your customers, and your bottom line.
Digital tools don’t replace salespeople, they empower them.
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