Is virtual retail a success in car buying?

Virtual retail is a success in car buying. Auto makers have witnessed significant traffic through their digital platforms, which in turn, has encouraged them to further invest and strengthen their presence there. With car buying now becoming both, a digital as well as a physical experience, auto retail, is seeing a massive digital transformation of not just the entire channel, but also of the dealer network.  Bakar Sadik Agwan, Senior Automotive Analyst, GlobalData says “Digital sales, undoubtedly, will emerge as a key sales channel for automakers in the long-term. However, it cannot uproot traditional sales through physical stores in a market like India. An omnichannel approach of physical and virtual showrooms will remain key for the success of Indian automotive retail. Digital transformation of dealerships will complement the offline channel to achieve sales success.” Explaining that digital is on a continuing growth path, Vivek Srivatsa, Head, Marketing, Passenger Vehicles Business Unit, Tata Motors Limited (TML), says, “New developments, technologies and techniques are being launched round the clock. We too have developed new channels and used social media on all fronts for constant engagement to be on the top.” He adds that dealer network would continue to be an integral part of the customer