According to a recent study by DEKRA Automobil GmbH and the Institute for the Automotive Industry (IFA) , just under 15 percent of all dealers surveyed have a digitization strategy. " The result is sobering," says IFA Director Prof. Willi Diez. "German car dealers are lagging behind when it comes to digitization."
According to the study, which will be published at the end of September 2017 under the title "Autohaus 2025 – The future of the automotive trade", only around 3.5 of the 17 surveyed car dealerships currently use modern, digital media in the showroom to promote sales.
In the area of vehicle service, it is 3 out of 13. Even in modern departments such as marketing, the average is only 7.5 out of a total of 21. “Overall, this results in a digital maturity level of 26.4 percent, which means just a little more than a quarter of the digital instruments are used in the car trade today,” continues Prof. Willi Diez.
The study cites the lack of support from manufacturers as one reason for this worrying development in the digitization of car workshops. Just 4.1% of the companies surveyed in the study are satisfied with their industrial partner or contract manufacturer in the field of digital media and would like support. "These figures show that even the manufacturers who are strategically well positioned do not help retailers enough to implement this strategy," says Prof. Willi Diez.
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