One of the findings of L2’s E.U. Auto study is that brands are failing to leverage their economies of scale across the pond. When comparing digital brand assets in the U.K., Germany, and the U.S., the study fins that the majority (57%) operate separate site templates for North America and Europe. And, an additional 25% operate separate site templates for the U.S., U.K., and Germany. This is surprising as consumers in the all of the mentioned countries have relatively equal interest in completing purchases online, and brands in other sectors have moved to shared templates that are managed centrally.
The study offers several tips on how to better manage brands across geographies. For example, sites in the U.K. and Germany significantly can be scaled to resemble U.S. sites that are more developed overall. And omnichannel implementations (e.g. locating a specific model in a nearby dealership) lag in the U.K. and Germany as well. Furthermore, U.K. and Germany sites can offer services that complement the purchase experience: i.e. providing recall information, owners manuals for downloads, trade in quotes, and financing applications.