In 2030, if you think about an omnichannel car-buying experience, it would likely mean starting on the website and exploring products but not necessarily asking, “do I want brand A or brand B?” It will be more like, “what is the feature set that I want?” So it might start with “what is your personality?”
There will be real customization in the dealership. So, for example, “do I still need this car seven days a week? Or do I need a bigger car on the weekend? Or do I need a bigger car in the winter when I want to go skiing?” And so it might be the purchase of the car, plus a package to have access to a different vehicle in the summer, the convertible for fall weekends, and in the winter the SUV to go in the mountains.
When we talk about price, it will be less and less the price for the entire vehicle. But it will be the price for maybe a month of usage of this car or for a certain mileage. There will be different packages—also in line with the shift to shared mobility, subscription services, and so on. There will be different ways of quoting a price, but it will be a fixed price.
Read the article at McKinsey & Company.
