Digital Maturity Scan of Car Brands in the Netherlands

How well are car brands answering customer needs through their digital channels?

More and more, consumers are adopting a 'digital-first' approach when shopping for cars. This is especially true for Battery Electric Vehicles (BEVs), which have fewer options to choose from and are priced more transparently.

Staying ahead of the competition in digital maturity is therefore crucial for success and market share growth. Digital maturity is defined as the extent to which a brand enables its customers to effortlessly gather information, interact, and transact through digital channels.

We analyzed 6 car brands across 7 digital topics from the perspective of 2 potential buyers searching for a new EV on the OEM's digital channels, including their website, app, and social media. We scored each brand on a 5-point maturity scale, ranging from 'initiating' to 'leading.' The results surprised us.

Understanding customer's information needs is key for car brands when implementing their digital channel mix.