Vertu Motors, Group 1 Automotive, and Lookers lead the automotive retail sector in providing a seamless end-to-end online customer journey for brand spanking new automotive purchases, in response to a brand new study.
Technology consultancy BearingPoint’s UK Automotive Retail: Digital Sales Maturity 2025 study assessed retailers on 17 steps across the digital sales journey from pre-sales, sales to handover phases with a scoring system starting from 0 (lowest) to three (highest), resulting in a maximum rating of 51.
The study found that Vertu’s benchmark rating was twice that of the lowest-scoring retailer, highlighting considerable disparities in digital investment and customer experience across the sector.
Vertu Motors, Group 1 Automotive, and Lookers lead the automotive retail sector in providing a seamless end-to-end online customer journey for brand spanking new automotive purchases, in response to a brand new study.
Technology consultancy BearingPoint’s UK Automotive Retail: Digital Sales Maturity 2025 study assessed retailers on 17 steps across the digital sales journey from pre-sales, sales to handover phases with a scoring system starting from 0 (lowest) to three (highest), resulting in a maximum rating of 51.
The study found that Vertu’s benchmark rating was twice that of the lowest-scoring retailer, highlighting considerable disparities in digital investment and customer experience across the sector.
One such example is online test drive booking, where only 27% of evaluated retailers allowed customers to schedule a selected time, and only one retailer enabled bookings at home or work.
Similarly, vehicle drop-off services varied significantly, with only a handful of leading retailers effectively integrating digital and physical processes for a low-effort, personalised customer experience.
Emile Naus, automotive partner at BearingPoint, stated: “There’s considerable variance in how leading automotive retailers are using and investing in the net channel. This presents a serious opportunity for a lot of retailers to introduce recent capabilities that may significantly enhance the client experience throughout the sales journey.”
Key findings reveal that Vertu Motors excels in handovers with a highly mature process that features customisable drop-off locations and scheduled delivery slots.
Lookers meanwhile leads in sales, offering seamless online stock vehicle purchases together with a transparent cancellation and returns policy.
The study found that the sales phase shows the best variability resulting from differences in online purchasing options, with some retailers requiring direct contact while others offer full online transactions, including financing and credibility checks.
Delivery is a standout strength, with 82% of outlets allowing customers to pick delivery timeslots online, making this the one phase where retailers outperform OEM direct channels.
Financing stays a challenge. While most retailers offer online financing and leasing options, nearly half (45%) don’t enable customers to finish the method digitally.
Pre-sales emerged as the weakest phase. Single-brand retailers perform higher resulting from easier configuration capabilities, but many still offer only basic information and test drive booking.
Jonny Stephens, automotive senior manager at BearingPoint, said: “Automotive retailers are navigating complex macro trends, however the digital channel ought to be a strategic lever to assist address these challenges. Retailers should reassess their digital experience in keeping with their broader strategy, ensuring they leverage digital tools to spice up EV sales, streamline costs through automation, or create a best-in-class customer journey.”
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