New Car Online Sales 2024

For the fourth consecutive time, BearingPoint has analyzed the development of online sales platforms from over 100 car manufacturers in Europe, the USA, and China. The New Car Online Sales Study 2024 provides a detailed analysis that reveals how well manufacturers understand and meet customer needs, while driving market growth through the online sales experience in their websites and apps.

Which car manufacturer is accelerating to the top of online sales?

This year's study compares online shops in terms of functionality, customer experience, and innovation. As the industry shifts towards agency models and direct sales approaches, it becomes clear that OEMs’ ability to offer customized vehicle configurations directly online is steadily increasing. The study also examines the evolution of the digital customer journey, highlighting new touchpoints and evaluation criteria compared to previous years. While Virtual Reality has been identified as a trend, it has not yet become a market standard. However, transparent pricing and flexible features-on-demand are gaining increasing importance. These developments underscore the need to adapt to technological advances and changing consumer needs.

The study provides valuable insights into the development of new online sales opportunities by car manufacturers and highlights the leading trends in various regions and markets.

Study results

The results show a shift in market leadership: While Tesla led online sales for a long time, Mercedes-Benz and NIO are set to take the global top spot in 2024. Both brands stand out with above-average performance, offering a seamless online sales experience and a high level of personalization and customer focus throughout the entire customer journey.

All car manufacturers considered now operate online shops in the examined markets. While Germany, the Netherlands, and Italy lead the way with an average maturity score above 30, regional differences remain significant. Contrary to the assumption that car online shops in Sweden have a high market maturity, there is considerable room for improvement. The United Kingdom was unable to maintain its top position from the previous year.

With an average maturity score of 31.7, Germany emerges as the winner across all markets. As a German OEM, Mercedes-Benz leads the German, European, and global rankings. In addition to Mercedes, five other German OEMs are among the top 10 in their home market. German OEMs, in particular, excel in the pre-sales phase by optimizing the customer journey through the integration of digital solutions, enhancing the user experience, and simplifying the purchasing process. Furthermore, subscription models are gaining increasing popularity in Germany as an online sales element, offering customers more flexibility in leasing.

Our recommendations

Automakers must fundamentally expand their online sales capabilities to remain competitive and achieve their ambitious goals. Key trends such as flexible feature extensions and increasing digital interactions will play a crucial role in shaping the future buying experience in the automotive industry. OEMs that embrace these trends are likely to gain an advantage in the evolving market.

Key factors for successful digital transformation in Sales:

Want to learn more? The detailed results, additional background information, and the ranking of the Online Sales Awards 2024 can be found in the study document, which is available for free download.