We have recently completed a comprehensive customer survey analyzing the internet as a sales channel in automotive business. To validate demand and identify critical success factors and requirements for online customers, approx. 1,000 survey results were collected from customers from Germany, China and the USA. To successfully develop the online sales channel six actions should be considered by the OEMs:

1. Align product portfolio to online and offline sales channels
2. Establish a digital sales ecosystem for true multichannel retail
3. Gain support of the dealer network
4. Offer a clear benefit
5. Educate the customer
6. Reduce commercial risk