E-Mobility Will Change Automotive Retailing – A Strategic Approach

Abstract

Retailing is the last step of the automotive value chain. Automotive retailers complete all transactions with customers: product presentation, closing, after sales, maintenance and repair. OEMs focus on developing new car technology, manufacturing and branding. Branding is one core competence of OEMs. Brands like Audi, BMW or Mercedes Benz invest a lot of money in advertising, sponsoring, events or public relations to cultivate the market for new customers or to increase brand loyalty of existing customers. E-mobility is a new business. Most consumers cannot identify the Unique Selling Proposition (USP) and customer value of a green car. To succeed in the e-mobility market, OEMs have to create new customer services. To make e-mobility shopping and service easier or to accommodate costumer desires, OEMs have to engage in new distribution systems. They need a closer customer contact, several points of contact and a strong branding to implement e-mobility concepts.