Revolution and Evolution- Driving Digital 2023
Back for a twelfth year, many of the leading UK automotive retail industry leaders joined us at Central Hall, Westminster for the ground-breaking driving-digital.co.uk. Hosted by myself, Neil Addley, on behalf of Sue Robinson from the National Franchised Dealers Association (NFDA), we explored and debated the future of automotive retailing in the UK.
This trailblazing event brought together an exciting roster of speakers who provided invaluable insights into the evolving landscape of automotive retail. Steve Young from the International Car Distribution Programme (ICDP) kicked off the session, setting the tone with a comprehensive presentation on the changing agency relationships for dealers in the wake of an increasingly electrified and digital, connected, future.
AutoTrader's Ian Plummer highlighted how the rise of digital is reshaping retail, with an urgent call to action for dealers to respond to the seismic shifts in consumer buying habits. Efficiency, digital transformation, and flexibility emerged as the linchpin in this rapidly changing environment.
His colleague, Marc Palmer, one of the industry’s leading electric authorities, cautioned the audience on the complexities and challenges that lie in the path of the electric vehicle market. While an undeniable inevitability, the transition requires a strategic and measured approach, calling for a deeper understanding of the technology, infrastructure, and consumer mindset. Government intervention will be required to hit the 2030 deadline.
Julia Greenhough from Trust Ford shared her experience of leading her marketing team through an evolution from traditional to digital practices, particularly post-Covid. She revealed the promising a new campaign for their new mobile service proposition, highlighting how Trust Ford is leveraging digital tools to meet the increasing demands of the contemporary consumer.
Technology's role in bridging the gap between the dealer, consumer, and manufacturer was explored by Alistair Horsbrough from CitNOW. He detailed how new technological advancements can create seamless communication channels, drive customer engagement, and improve overall satisfaction in both sales and service.
I was given the opportunity to address the audience on the various opportunities and threats looming around consumer confidence, part exchanges, and car finance. Dealers have the opportunity to reinforce their position as the consumers preferred automotive supplier, but it won’t happen by accident.
The event's climax was a tour de force by Robert Forrester, CEO of Vertu Motors. He captured the room with an incisive and frank analysis of how digital transformation isn't just a cost centre, but a strategic investment that can unlock efficiencies across the business. Using real-life examples from administration of the registration of cars, service key booking terminals, and used car buying, Forrester presented a compelling case for the imperative of embracing digital processes.
Driving Digital 2023 was a resounding success. It was not only a platform for exchange of insights but a glimpse of the future of automotive retail in the UK. As our industry accelerates towards a digital and electrified future, we stand ready to navigate the road ahead. Together, we can are drive the digital revolution in automotive retail.
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