According to a recent study by DEKRA Automobil GmbH and the Institute for Automotive Economics (IFA), only about 15 percent of all surveyed dealers have a digitalization strategy. " The result is sobering," says IFA Director Prof. Willi Diez. "German car dealers are lagging considerably behind when it comes to digitalization."
According to the study, which will be published at the end of September 2017 under the title "Car Dealership 2025 – The Future of the Automotive Trade," only about 3.5 out of 17 of the surveyed car dealerships currently use modern, digital media for sales promotion in their showrooms.
In the automotive service area, the figure is 3 out of 13. Even in more modern departments like marketing, the average is only 7.5 out of 21. "Overall, this results in a digital maturity level of 26.4 percent, meaning that only slightly more than a quarter of digital tools are currently being used in the automotive trade," explains Professor Willi Diez.
One reason cited by the study for this worrying trend in the digitalization of automotive businesses is the lack of support from manufacturers. Only 4.1% of the companies surveyed in the study are satisfied with their industry partner or authorized manufacturer in the area of digital media and would like more support. "These figures show that even manufacturers who are strategically well-positioned are not providing enough support to dealerships in implementing this strategy," says Prof. Willi Diez.
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