The Automotive Online Experience was created with the aim of analyzing the state and evolution of the digital experience offered by dealerships and OEMs, in response to growing customer interest in online purchasing and the strengthening of digital initiatives by manufacturers. The study aims to assess in a structured way the quality of online interaction between dealership and customer, with a specific focus on their sites, which are now a key junction in the customer journey.

The framework on which the analysis is based is the Website Experience Framework, a model developed by Quintegia that allows to detect, synthesize and compare the most relevant features of dealers’ digital principals. This approach allows for an accurate snapshot of the industry’s level of digital maturity, highlighting strengths, critical issues and opportunities for development. The study includes a specific focus on the Top50 Italian dealers and the Top20 European dealers.

Through a cross-sectional reading of the evidence collected, the study provides useful insights to understand how the online channel is evolving and what the real contribution of digital touchpoints is in building an effective, fluid and consistent purchasing experience with new consumer habits.