Clicks to Keys: The Modern Car Buyer’s Journey

Optimizing the modern car buyer journey has become a top priority for automotive leaders as consumer expectations shift toward a seamless online-to-offline experience. With data showing that some buyers now engage in over 900 digital touchpoints before ever stepping into a showroom, the traditional linear sales funnel has officially been replaced by a complex digital ecosystem. By optimizing the modern car buyer journey, dealerships and lenders can meet the high demand for frictionless transactions that allow customers to handle everything from vehicle configuration to financing from their own devices. This session explores how brands are moving beyond basic websites to create integrated environments where digital convenience and physical experience coexist.

The panel emphasizes that optimizing the modern car buyer journey requires a deep commitment to transparency and trust, particularly during the financing stage. As consumers spend more time researching inventory and comparing rates online, the ability to provide accurate pre-qualifications and clear protection product information is essential to prevent drop-offs. Successfully optimizing the modern car buyer journey means aligning the interests of OEMs, dealers, and fintech providers to ensure that the transition from a click to a key is as smooth as possible. By leveraging advanced data analytics and AI-powered tools, the industry is finally able to deliver the hyper-personalized interactions that drive both customer satisfaction and long-term brand loyalty.

• Strategies for bridging the gap between digital research and the in-person dealership test drive experience.
• The role of transparent online financing tools in reducing transaction times and improving lead conversion rates.
• Analysis of evolving consumer behaviors across different demographics and their impact on future dealership models.

Watch the full session video to discover the specific technical and operational shifts necessary for staying competitive in the rapidly changing Canadian automotive market.