- Whitepaper
Online Car Sales 2025
How the right strategy accelerates conversion and eliminates blockers
High potential, but also highly complex requirements: Selling cars online is a challenging discipline.
In this white paper, we complement the MHP Online Car Sales Study published in 2023 and shed light on the different phases of the automotive customer journey and show how companies can both strengthen conversion drivers and eliminate blockers in each phase. From the information phase, in which potential customers are looking for initial insights into product features and availability, to the handover and after-sales phase, which can promote long-term loyalty through flexible options and excellent customer experiences, we analyze each process step in detail.
The enormous complexity of the automotive customer journey becomes clear, not least because it inevitably includes and has to integrate the transition from the online to the offline world - including brakes and drivers for conversion at every point, from unclear price communication to inadequate technical solutions. Expert interviews validate and enrich the audit results and, among other things, highlight differences between B2B and B2C target groups even more distinctly.
Key questions in the white paper:
- What distinguishes the customer journey in the automotive sector from conventional e-commerce?
- Which conversion drivers and blockers influence the sales journey?
- Which segments - from EV and volume manufacturers to platforms - form the current benchmark?
- How can transparency and intuitive operation strengthen customer trust?
- Which technologies and interfaces are crucial for a seamless user experience?
- Also included in the 2023 study: Facts on the increasing importance of leasing, subscription and financing models and other important information for manufacturers and dealers