Declining trade-in values and rising interest rates signal a critical inflection point for the Auto industry. As seven consecutive years of sales growth give way to a saturated market, future winners will focus on consolidating the online shopping experience and enhancing owner services through new connectivity platforms.
L2 observed significant year-over-year investment in brand site destinations, increased use of targeting across social media platforms, and the debut of the "third wave" of connected car apps. Many brands also made an effort to improve SEM performance, but this often came at the expense of local dealership visibility.
L2's Digital IQ Index: Auto 2017 quantifies the digital competence of 43 Auto brands operating in the US.