Top digital dealerships perform twice as high as laggards in online experience

Vertu Motors, Group 1 Automotive, and Lookers lead the automotive retail sector in providing a seamless end-to-end online customer journey for new car purchases, according to a 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 ranging from 0 (lowest) to 3 (highest), leading to a maximum score of 51.

The study found that Vertu’s benchmark score 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 specific time, and just 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 is considerable variance in how leading automotive retailers are using and investing in the online channel. This presents a major opportunity for many retailers to introduce new capabilities that can significantly enhance the customer experience throughout the sales journey.”

Key findings reveal that Vertu Motors excels in handovers with a highly mature process that includes customisable drop-off locations and scheduled delivery slots.

Lookers meanwhile leads in sales, offering seamless online stock vehicle purchases along with a clear cancellation and returns policy.

The study found that the sales phase shows the greatest variability due to 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 retailers allowing customers to select delivery timeslots online, making this the only phase where retailers outperform OEM direct channels.

Financing remains a challenge. While most retailers offer online financing and leasing options, nearly half (45%) do not enable customers to complete the process digitally.

Pre-sales emerged as the weakest phase. Single-brand retailers perform better due to 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, but the digital channel should be a strategic lever to help address these challenges. Retailers should reassess their digital experience in line with their broader strategy, ensuring they leverage digital tools to boost EV sales, streamline costs through automation, or create a best-in-class customer journey.”