Reimagining the Digital Car Buying Journey: From Scroll to Steering Wheel

Auto Futurecast Podcast

In this episode of Auto Futurecast, host Chris Kirby sits down with the CEO of MHP Consulting, Bodo Philipp to explore the evolving world of digital car buying, customer experience, and the role of immersive technology in shaping the future of mobility.

From online configurators and AI-guided finance tools to Apple Vision Pro-powered virtual test drives, this conversation dives into the challenges and opportunities OEMs face as customer expectations shift dramatically.

Key highlights include:

Digital Buying Complexity

• Online car sales are growing, but the process remains fragmented between research, test drives, and final purchase.
• Many OEM websites confuse rather than guide — unlike tech giants like Apple, which separate discovery and purchasing clearly.

Customer Journey Evolution

• MHP's research shows a 144% increase in consumers engaging with online car buying tools since 2020.
• True digital transformation requires addressing multiple "conversion gates" — key touchpoints that influence drop-off or sale.

Omnichannel Challenges

• Buying a car often involves three different entities: the OEM, the dealer, and the finance provider — adding layers of friction.
• Success lies in creating seamless transitions between digital and physical experiences (e.g., test drives, dealer visits).

AI & Conversational Commerce

• Future buying journeys may be guided by AI that helps match customer needs to leasing or ownership models.
• Large Language Models (like ChatGPT) could soon replace chatbots and become virtual automotive consultants.

Immersive Experience & XR Tech

• OEMs are already piloting Apple Vision Pro and VR tools to allow customers to walk around, inspect, and configure their car virtually.
• These technologies have led to a 15–20% increase in upselling optional features, with measurable business impact.

Finance Transparency

• Consumers want comparability and clarity— not just OEM-affiliated finance offers.
• Integrating third-party finance tools into online journeys can boost trust and conversion.

Not All Buyers Are Digital Natives

• While digital experiences are growing, older customers still prefer traditional journeys, proving the need for a hybrid approach.
• A one-size-fits-all digital journey risks alienating large customer segments.

Consistent Handover & Onboarding

• Post-sale vehicle onboarding is ripe for disruption — AR and AI can provide consistent, brand-aligned delivery and education experiences across markets.

Whether you're in automotive retail, digital transformation, or mobility innovation — this episode is packed with sharp insights and real-world examples.

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