Strengthening brand loyalty through an excellent customer journey

Current world events have been causing supply problems in various sectors for a number of years. The automotive industry has not been spared, which is having a significant impact on new car sales and presenting dealers with new challenges.

In this impulse, I would like to share my personal experiences with you on this topic.

The ongoing chip shortage, which is affecting the production of control units, combined with logistical challenges from the Asian region, mean that the production of new cars is not proceeding as planned. As a result, dealers can only order and sell a limited number of vehicles, and these orders often entail waiting times of up to 15 months. These circumstances also affect the end customer, who is often unaware of how long it can take for their new dream car to arrive on their doorstep.

But the question we really need to ask ourselves here is how retailers deal with these circumstances and how the customer is guided through this process.

Two approaches become clear here. The first approach is one in which the customer continues to be guided through the sales process as standard, naturally with information about current delivery times. Increasingly, however, the customer encounters a new type of behavior that has not been seen in the past in the new car trade. This behavior is an incomprehensible defensive attitude in the sales process.
You might think that the current delivery difficulties have put some dealers in a comfortable situation, as there is no pressure to sell. After all, all available models, including their own demonstration models, have already been sold. The demonstration cars that have been re-ordered will also be sold when they arrive at the dealership. This puts dealers in an unprecedented position, in which there is no pressure to achieve sales figures or to reduce existing vehicles at the end of the year. This also has an impact on the used car market. However, this is a topic for a separate article. With all the challenges and supply bottlenecks, it is all the more important not to lose sight of the customer and to further strengthen brand loyalty through an excellent customer journey.

Lambert Görsdorf

Consultant

More impulses

  • 2024

    Auto China 2024

    I am excited to dive into the dynamic world of China's automotive industry, marking my...

  • 2024

    Panoff Automotive Retail Team Gears Up for a Dynamic 2024!

    Last week, our team gathered for our annual kick-off meeting, setting the stage for a...

  • 2023

    Bridging Academia with Industry at Goethe University Frankfurt!

    Last week, our colleagues Kristin H. and Marco Ueberall had the opportunity to visit the...

  • 2023

    Our colleagues Heike Spengler and Berend Hoitink proudly launched the Panoff x SHVK Academy during the second Impulse Day.

    Our colleagues Heike Spengler and Berend Hoitink proudly launched the Panoff x SHVK Academy during...

  • 2023

    “Spotlight Autohaus 2024”

    Take a look at: https://lnkd.in/e2jHCh8V

  • 2023

    Save the Date: “Spotlight Autohaus 2024”

    Relevante Themen aus der Automobilbranche: Eine einzigartige Kombination aus Fachinputs und direkter anschliessender Anwendung in...

  • 2023

    Our automotive team embarked on a transformative offsite workshop in the heart of the Harz forest

    Our offsite was a powerful commitment to living out our purpose and values as a...

  • 2023

    Exciting Autumn Event Season at Panoff Consulting!

    Exciting Autumn Event Season at Panoff Consulting!

  • 2023

    Digital strategy in the car dealership

    A recent industry study shows: Sustainable success in automotive retail depends on a clear and...

  • 2023

    Berend Hoitink from Panoff Consulting and Hielke Ytsma from CarQal

    Berend Hoitink and Hielke Ytsma share insights into the digital transformation of the automotive industry....

  • 2023

    Is the Agency Model the Future of Automotive Retail?

    Panoff Consulting explored the agency model's impact on the automotive industry by gathering insights from...

  • 2023

    The Swiss consulting firm Panoff Consulting opens a Dutch branch office

    The Swiss consulting firm Panoff Consulting enters the Dutch market. This was announced by the...

  • 2023

    Welcome to our team Nathalie Krug!

    Nathalie joined Panoff Consulting GmbH last week and we are happy to enlarge our automotive...

  • 2023

    What is the future of my dealership?

    OEMs are developing new agency sales structures and processes that massively impact dealers' operations and...

  • 2023

    We are excited to announce our collaboration with CarQall – AI Voice Assistant

    Are you a CIO or managing digital transformation in automotive retail? "Automotive Retail in 2030"...

  • 2023

    How to make use of AI in automotive retail?

    Artificial intelligence (AI) is no longer a dream of the future; it is already a...

  • 2023

    Chinese car manufacturers are actively entering the European car market CN

    Formerly their product quality was critical, nowadays it is at least equal to European manufacturers....

  • 2023

    Case – Web2Retail

    The customer experience is no longer a 12-step sales process. We are moving, and manufacturers...

  • 2023

    Welcome Heike!

    Heike Spengler joins our automotive team to increase our presence in the Swiss & German...

  • 2023

    Automotive retail in 2030: The perspective for retailers

    The environment of the automotive retailer is changing due to changing customer demand, new market...

  • 2023

    Welcome Marco!

    Marco recently graduated in Automotive and Mobility Business at Nürtingen-Geislingen University (HfWU) and joined Panoff...

  • 2023

    What is the impact of mobility on the environment?

    Personal mobility is one of the greatest goods of humanity, but it also comes with...

  • 2022

    Customer event: ARS Summer Nights

    Last Monday, the first edition of our Automotive Retail Summer Night took place on the...

  • 2022

    Car dealerships are not losing importance

    Panoff Consulting recently presented its latest study "The Future of Customer Experience". We looked at...

  • 2022

    E-Volution – «Let’s take a look, then we’ll see»

    Hardly any other industry has been overrun by so many changes at the same time...

  • 2021

    Study: Half of the digitization potential is still undiscovered

    Whether you're a car enthusiast or someone who sees their car as a commodity, whether...

  • 2021

    (De-)centralization in the Automotive Retail

    The (de)centralization of markets has always been an important topic in politics and business. In...

  • 2021

    Summer Report Panoff Consulting

    Last week, we met up for our annual summer event. We used this opportunity to...

  • 2021

    Dead end automotive retail – How sustainable is the automotive retail business?

    In 2011, I sold my 5th generation car dealership: a painful process that was associated...

  • 2021

    MaaS in a practical test – Can car sharing prevail over traditional car ownership?

    MaaS (Mobility-as-a-Service) has become increasingly popular in recent years. MaaS vehicles are clearly visible on...

  • 2021

    Technological turnaround and more efficient sales structures – established OEMs must be flexible

    Since the mid-2000s, Chinese OEMs have repeatedly made efforts to gain a foothold in the...

  • 2021

    The new mobility: sharing and subscriptions instead of purchasing and ownership

    To illustrate the complexity graphically, we have taken five exemplary mobility solutions and plotted them...

  • 2020

    Effects of electrification in the car trade

    What effects can be derived from the conversion of vehicles from combustion engines to electric...