Value and Engagement Beyond the Vehicle Sale

Vehicle ownership experiences help consumers digitally manage their vehicles throughout the ownership lifecycle, providing capabilities that connect them with both the OEM and the dealer.

67% of owners are currently not a member of a loyalty program or ownership experience.

— Perficient Research, "Connectivity and Loyalty"

For years, automotive OEMs have viewed digital ownership experiences as overhead. They have typically invested very little in these experiences, leaving customers frustrated to the point that they rarely use them after purchasing a vehicle. One reason for this is that OEMs and dealers have primarily focused on efforts to sell vehicles rather than ownership experiences.

That perspective has shifted, however, and selling vehicles is no longer the primary revenue driver for OEMs. Subscriptions, parts and accessories, warranties, merchandise, and vehicle servicing are higher-margin opportunities for both OEMs and dealers. Ownership experience is now an opportunity to help expose and market higher-margin opportunities to customers.

This makes ownership experience a key investment area for automotive OEMs. Ownership is an essential part of the customer journey, not only for selling high-margin products and services but also for determining whether a customer becomes a lifelong advocate or a one-time owner. If the experience is not enriched, customers will disengage at a substantial cost.