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In its new study, BearingPoint analyzed and evaluated the online offerings of leading automotive manufacturers in the US, China, and Europe and their online sales readiness in the respective markets. The analysis shows that OEMs serve the major markets and customer touchpoints very differently. The offerings between volume and premium manufacturers are qualitatively comparable. Electric car manufacturer Tesla stands out from the other OEMs due to its presence in all markets and sophisticated online sales offerings.
This year, 390 companies in seven countries were included in the study (Finland, Ireland, Italy, the Netherlands, Norway, Sweden and the UK) and evaluated, from a customer perspective, on the maturity of their digital customer interaction. The research is based on 239 research criteria in four different areas: digital marketing, digital product experience, e-commerce and e-CRM. The rating scale goes from 0-5, where 0 is failed and 5 is outstanding.