Automotive Customer Prioritisation and Why AI Is Revolutionising The Online Experience

Ever tried buying a car online and felt like getting a real response was an uphill battle? It’s a common experience. On-site customers seem to get VIP treatment, while online customers might get a delayed response, if any. But here’s the reality: for many dealerships, the physical presence of a customer still signals a potential sale, making it easy for them to prioritise people in the showroom over online enquiries.

But things are changing fast, and AI is the driving force behind this transformation. From personalised communication to virtual assistants, AI is creating seamless experiences for customers before they even step into the dealership. And some major manufacturers are already taking advantage of AI, reaping impressive results by integrating AI into their dealership communications.

Why On-Site Customers Still Take Priority

When it comes to traditional dealership strategy, the emphasis on in-person interaction makes sense. According to Cox Automotive, 72% of car buyers are more likely to purchase a vehicle if they can visit the dealership in person. For salespeople, customers in the showroom often seem like the hottest leads. Why? they’re there, they’re ready to talk, and they’re likely ready to buy.

Yet, 89% of car buyers begin their journey online, according to Autotrader. That means dealerships could be missing a golden opportunity by not prioritising online customers. The problem? Many dealerships don’t have the resources to engage online leads in the same personalised way they do on-site. But here’s where AI steps in, creating a more cohesive, omnichannel experience that turns online browsers into serious buyers.

The AI Revolution: Bringing Personalisation to Every Customer, Everywhere

AI isn’t just a buzzword; it’s becoming an essential tool for leading automotive manufacturers who want to connect meaningfully with every customer, no matter where they are. AI’s ability to analyse customer preferences, behaviours, and interactions is helping sales teams craft hyper-personalised journeys. And it’s working.

For instance, Ford Motor Company has implemented AI-powered assistants across its dealership network to engage online customers instantly. These assistants don’t just answer basic questions; they track a customer’s history and tailor responses accordingly. Ford has reported a 30% increase in customer engagement online since launching AI, a strong signal that AI is enhancing customer interactions in a way that makes them feel recognised and understood, even if they’re engaging online from home.

Real-Life Success Story: Audi’s Virtual Assistant

Audi also jumped on the AI bandwagon, particularly in the UK and Europe, where they introduced an AI virtual assistant that goes beyond the basic bot. Audi’s AI platform remembers customers’ preferences across multiple visits, learns their preferred vehicle features, and even offers tailored financing options.

This AI-powered personalisation has paid off. According to Audi, the system has cut response times for customer enquiries by 60% and significantly improved the conversion rate for online leads. Customers feel attended to, informed, and ready to make a purchase- even before speaking with a salesperson in person.

Audi’s experience highlights how an AI assistant can break down barriers, allowing online customers to enjoy the same attention and care as those on-site. It’s about making every step feel as valuable and informed as if the customer were sitting right in the showroom.

Nissan’s AI-Enhanced Communication with Prospective Buyers

Another fascinating success story comes from Nissan, which has introduced AI to help identify and follow up with high-priority leads in real time. Nissan’s AI system can quickly analyse customer behaviour on their website, identifying users who have spent a significant amount of time on specific models, pages, or features. The AI then alerts sales teams to reach out with targeted, personalised offers.

With this system, Nissan has achieved a 20% increase in online-to-in-store conversion rates. The system flags qualified leads, allowing sales staff to proactively contact interested customers, even if they haven’t requested immediate follow-up. This approach makes online shoppers feel valued and understood, bridging the gap between digital browsing and real-life interaction.

Creating a Seamless Journey from Online to On-Site

Imagine this: Sarah has been browsing SUVs on a dealership website, reading up on hybrid options and configuring different trims. In a traditional setting, this interest might be noted but likely not acted on immediately. However, with an AI-powered system in place, the dealership can track Sarah’s preferences and pass this data along to the on-site team.

When Sarah enquires the salesperson can reference her online conversation with the AI assistant before confidently guiding her toward the options she’s already interested in. According to Accenture, 91% of consumers are more likely to shop with brands that recognise and remember their preferences. For car dealerships, that’s a huge advantage, and AI makes it possible on a large scale.

A Win-Win for Dealerships and Customers

Ultimately, AI is creating a future where every customer can enjoy a personalised experience. Leading manufacturers like Ford, Audi, and Nissan are already showing that AI isn’t just an improvement; it’s a game-changer. They’re proving that online and in-person experiences can be unified into a single, cohesive journey where every interaction feels like a VIP experience.

With AI paving the way, dealerships are no longer limited to treating online customers as second-tier. Instead, they’re meeting customers where they are, whether that’s in the showroom or on their couch. And as more manufacturers adopt AI-driven communication tools, we’ll continue to see a transformation that enhances experiences for every car buyer, making the road to purchase smoother, smarter, and far more enjoyable.

Want to discover AI communication for your dealership? Get in touch with us here at Shift or book your free consultation call - https://meetings-eu1.hubspot.com/ben59?uuid=9e3e04e9-5830-451c-ae0a-e5a97698f43f