Even if you don’t consider yourself a technology buff, you’ve surely noticed: getting around is different than it used to be. It’s not just a question of whether to take the bus or buy a car. It’s a question of whether to buy, lease, rent by hour, rent by day, co-own, or maybe rideshare. It’s no longer a question of stopping in at several dealerships and choosing one– anyone with a smartphone can research to their heart’s content anywhere anytime. Even the cars themselves are different, offering features that were once the stuff of science fiction.

So how does today’s dealership keep up with automotive technology, and even use it to thrive? It’s not as hard as you think.

First, here’s a rundown of the disruptive trends your dealership should know about:

• Connectivity. Cars today have sensors and safety cameras. They have navigation systems and infotainment centers. Connectivity solutions are becoming ever-more important to car shoppers, and the demand for auto apps and software is exploding.
• Online car shopping. It is possible to buy a car online, without ever entering a dealership. It is possible to lease a car without a middleman. Though most people still like to test drive a vehicle before buying, those who don’t want to no longer have to, and solutions for home-delivery test drives are becoming more prominent.
• Ride sharing. It is no longer necessary to own a car– or take the bus– to get around. Utilizing navigation technology, smartphones, and social media, ridesharing and ridesourcing services allow today’s travelers to hail cabs from their phones, carpool with local strangers, rent out their vehicles while not using them, or even co-own a car with a group of friends.
• More options, more flexibility. With all the transportation options available at the touch of a smartphone button, people will choose different modes for different activities instead of relying primarily on their personal vehicle, predicts this McKinsey report.
• City type market segmentation. The report also posits that as transportation choices proliferate, car shopping markets will become more closely tied to location type than to geographic area. A city dweller might face congestion, parking difficulties, and traffic, while rural living comes with longer distances and less public transportation. All of which means two cities on opposite ends of the globe might be more similar in terms of car buyer behavior than a rural and urban area in the same region.

Did that sound like a lot? The truth is that these technologies and changes share a common thread: a push for an easier, more convenient, more efficient, and more personalized shopping and driving experience. Drivers seek connectivity to improve the enjoyability, safety, and productivity of transportation. They shop online to eliminate hassle, work at their own pace, and make the experience relevant to their needs. They customize their transportation choices to increase convenience and affordability.  

So while some of the changes in the auto industry reduce the necessity of personal car ownership, the heart of the technology actually speaks to a different customer need, one that dealerships are in an ideal position to provide: an improved customer experience, on and off the road. Disruptive changes present new opportunities for dealerships to create a positive and customized car buying process and edge out the competition.

Here’s how your dealership can do what it takes to keep up with customers’ needs and bring them the positive experience they want:

1. Jump on the rideshare bandwagon. Dealerships should embrace people’s interest in multiple methods of transportation. Create targeted ad campaigns that highlight the benefits of car ownership, as well as ones that appeal to more rideshare-focused shoppers. Consider facilitating co-ownership programs. Service departments should take care to understand the maintenance needs of drivers who rent their vehicles to others or co-own. Make it clear your dealership is not one size fits all.
2. Focus on your customers’ specific mobility needs. Consider your dealership’s location type. Are you located in a more urban or a more rural location? What kinds of vehicles, services, and connectivity integrations are most useful to the population you serve? Make sure everyone on your staff understands the autotech options that will benefit your customers and can easily explain them to shoppers.
3. Have a strong digital presence. Even if they prefer to test-drive a physical car in your dealership, today’s customers expect to be able to start the shopping process online. They want to do research before coming into the dealerships and look for an easy, streamlined experience. Make sure your dealership websites are providing:
   • Up-to-date reviews from happy customers
   • Real-time data to show targeted content and offers to shoppers
   • Facilitated tools to understand trade in, financing, and pricing
   • Branded, easy to navigate, and visually appealing offers
   • Relevant, helpful content 
4. Streamline the digital and in-person experience. Ensure that the connection between online research and in-store shopping is fluid. Setting up appointments should be simple and straightforward, and sales teams should be prepared when internet leads come into the showroom with any information they provided online and all resources to help move their process along. Shoppers should feel that your website is as personalized as your store, and that your store takes into account everything already completed on your website. Remember, your shoppers are looking for efficiency and productivity. Give it to them

Use these new car solutions and their takeaways to your advantage– create the ultimate shopping experience online and in the showroom.