For years, OEMs have faced an important challenge: how do you help dealers adopt the technologies that will have the greatest impact on customer experience and business performance? We remember vividly the website wars – when OEMS had to evaluate what website vendors and platforms should host dealership websites for their brand for the best customer experience, performance and consistency.
Today, that challenge is bigger than ever.
Dealers have no shortage of options when it comes to digital retailing solutions. From online trade-in tools and payment calculators to end-to-end vehicle purchasing experiences, the marketplace is crowded with vendors all promising to improve conversion, engagement, and customer satisfaction.
As a result, many OEMs are taking a more active role in evaluating the technologies available to their dealer networks.
OEM Determines the Best Digital Retailing Tool for Their Dealer Network Based on Maritz Evaluation
Recently, a Maritz client asked us to conduct an objective assessment of several digital retailing solutions, including Team Velocity, AutoFi, CDK, CarNow, and their own platform.
The findings were insightful.
While the OEM’s solution ranked highest overall, Team Velocity emerged as the strongest-performing third-party provider in the evaluation.
Do you know what digital retailing tool would score highest for your OEM, based on your specific needs?
Evaluating Dealer Technology: Digital Retailing, AI And More
Traditionally, OEMs have focused on vehicle programs, incentives, standards, and performance metrics. Today, they are increasingly expected to serve as trusted advisors on technology decisions as well. Dealers frequently look to OEMs for guidance on which vendors, platforms, and solutions can best support their business goals.
And digital retailing is only one piece of the puzzle.
Artificial intelligence is creating a new layer of complexity. OEMs are now being asked to evaluate and provide recommendations on AI-powered tools, software providers, and technology partners that support everything from customer engagement and lead management to content creation, chat experiences, analytics, and operational efficiency.
Just as with digital retailing platforms, OEMs need objective data to understand which AI solutions are truly creating value and which are simply generating excitement.
That’s why independent assessments and benchmarking are becoming increasingly important.
Assessing Dealer Technology Recommendations is Based on OEM’s Unique Needs
There is no universal “best” technology for dealerships. Although one OEM evaluation had a winner, the criteria of that evaluation were based on that manufacturer’s specific priorities.
Every OEM has their own unique set of priorities. Some place greater emphasis on customer experience. Others focus on lead generation, dealer adoption, data integration, or operational efficiency. What works exceptionally well for one brand may not deliver the same results for another.
Discovering the best dealer technologies for your dealership network starts with the process of determining what your priorities are and how to evaluate tools and technologies based on those. This process often includes stakeholder interviews, workshops, and more to firm up your goals before getting started. Learn more about how our OEM workshops can help chart a course for success for your OEM program.
Why Independent Evaluations Matter
Data-driven evaluations help remove assumptions from the conversation. They provide OEMs with meaningful insights into customer experiences, platform performance, and areas of opportunity. Most importantly, they help organizations make confident decisions that align with their strategic priorities.
As automotive technology continues to evolve, the brands that succeed will be those that make technology decisions based on evidence rather than perception.
At Maritz, we help automotive brands assess digital experiences through the lens of real customer interactions, providing the data and insights needed to evaluate digital retailing solutions, AI-enabled technologies, and other emerging tools that can impact dealer and customer performance.
Our data insights, paired with our automotive program experts, can help craft recommendations based on your manufacturer’s specific needs. We help OEMs like yours implement effective programs that drive real impact across your dealership network.
Learn more about Maritz Digital Assessments and reach out to us today: https://maritz.com/solutions/automotive/dealership-and-employee-performance/digital-assessments/
