In the first part of our overview of changes in the buying journey, we wrote about how the purchase path of younger vehicle buyers is changing and why a good ad today must answer most questions before the buyer first contacts the dealer. The focus was mainly on information, ad transparency, photos and the trust a dealer creates with the very first digital presentation of the vehicle.
In this continuation, we take it a step further. This time, we look at why video, mobile experience and artificial intelligence are playing an increasingly important role in vehicle sales, and why the digital presentation of a vehicle is no longer just an introduction to the sales process, but often already its most important part. At the end, we also show how dealers can use the CarPeak app to prepare vehicles for publication faster, more consistently and more professionally.
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Video is becoming a natural part of the buying journey
Younger buyers are used to video content. They want to see the car in context, in motion and from multiple angles. They want to get a feeling that static photos cannot always create.
A short video walkthrough of a vehicle can answer questions that the buyer would otherwise ask over the phone or during a visit. How well preserved is the interior? What does the boot look like? How do the digital displays work? What is the overall impression of the vehicle?
For the dealer, video does not necessarily have to be a major production project. What matters is that it is clear, useful and consistent.
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Mobile experience is no longer optional
A large share of buyers search for vehicles on their phones. That is why the entire experience must be adapted to mobile use.
This does not only mean that the website opens on a mobile device. It means that it is genuinely usable on a phone.
The buyer must be able to browse photos, read details, find the price, send an inquiry, book a test drive or call the dealer without effort. If they have to zoom in, search for basic information or struggle through an unclear page, they will quickly go elsewhere.
Today, the mobile experience is often the first experience with your company. And first impressions happen very quickly.
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AI will have an increasing influence on buyers’ decisions
Artificial intelligence is already changing the way buyers search for information. Buyers use tools such as ChatGPT to compare models, understand equipment, check ownership costs or prepare questions before making a purchase.
This means that data is becoming even more important. If ads are superficial, incomplete or poorly structured, they will be harder for the buyer to understand — and increasingly also for the digital tools that help them make decisions.
Dealers with better-organised data, more structured descriptions, high-quality photos and a consistent vehicle presentation will have an advantage.
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CarPeak: od fotografije do boljšega oglasa
One way dealers can improve the preparation of vehicles for digital sales is by using the CarPeak app.
CarPeak is designed for vehicle dealers who want to prepare vehicles for publication faster and more consistently. The app enables quick vehicle entry using the VIN number, guided vehicle photography, photo processing with a clean background, logo and hidden registration plates, as well as faster preparation of the vehicle for advertising.
The main advantage of this approach is consistency. Every vehicle is photographed according to the same process, from key angles and with a more professional appearance. This helps the dealer create a better first impression, increase buyer trust and shorten the time from vehicle intake to ad publication.
CarPeak also integrates with the AutoBrief environment, which means that photographed vehicles can be automatically added to stock and then used for publication, document preparation, invoicing, financing or warranties. For the dealer, this is important because digital sales are not only about having a good-looking ad, but about the entire process.
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Dealers no longer sell only vehicles, but the decision-making experience
In the past, the main goal of an ad was to get the buyer to call. Today, an ad has to do much more. It must build trust, answer questions, show the value of the vehicle and guide the buyer towards a clear next step.
Younger buyers are only the first indicator of a broader change. Their expectations are quickly spreading to other generations as well. All buyers are becoming more digital, better informed and less willing to waste time.
For vehicle dealers, the key question is therefore:
Does your digital vehicle presentation help the buyer make a decision, or does it stand in their way?
If the buyer has good photos, clear data, a well-structured description, a mobile-friendly experience and a simple next step in front of them, the path to the sale becomes significantly shorter.