Vehicle owners in the U.S. reveal that only about half (55%) feel the experience they had visiting an automotive manufacturer’s website the last time they purchased a vehicle was personalized. Fifty-four percent feel their experience on the automotive dealership’s website was very or somewhat personalized; 55% say the overall digital experience with the dealership was personalized; and 41% feel their time on third-party websites shopping for a vehicle was personalized.

Conclusions from the study include:

• How brands have significant opportunity to personalize digital customer experiences as people shop, purchase and drive their vehicles.
• Personalized, differentiated, and seamless automotive customer experiences, achieved through data-driven insights, are essential to brand success, now and in the future.
• Distinct groups of people that allow brands to navigate what makes individuals unique and precisely target high-value audiences.