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Joe Maciariello, Google’s Global Automotive Lead
During his eye-opening, and at times jaw dropping session at the CADA Summit, Joe Maciariello, Google’s Global Automotive Lead, gave dealer attendees at the sold-out event a view of the future as seen through Google’s eyes.
“It’s no secret that technology is having a really dramatic impact on our lives,” says Maciariello, encouraging dealers not to view technology as a disruptor but as an enabler. “All businesses have a real opportunity to leverage technology to provide enhanced experiences for their consumers.”
The third annual CADA Summit is held by the Canadian Automobile Dealers Association, and sponsored by an exclusive sponsorship from TD Auto Finance.
As an example of how much the world has changed, Maciariello said it took 75 years for the telephone to reach 50 million customers — but it took the Angry Birds video game app only 35 days to reach the same number of customers.
In his presentation, Staying Ahead of the Shift, Maciariello shared a mix of statistics, videos and case studies of how auto retailers around the world are using advanced technologies and innovative thinking to provide consumers a more engaging retail experience.
“Automotive is no exception,” he says. “We are also going to see a titanic shift in the dealer’s mission,” says Maciariello, adding they are going to move from a sales and service model to a consultant model.
He said the trends Google is able to track provide “signals” of how the world of automotive purchasing is shifting. Dealers would be wise to pay attention to those signals.
He says many dealers alone won’t be able to keep up with all the technological changes, and they need to consider partnerships with other providers who can enable a richer customer experience.
Maciariello says in his discussions with dealers and OEMs, he always first establishes some “digital facts” they need to build their conversations around.
During his presentation, he mixed in statistics and observations to reinforce the statements he was making.
For example, so much of the research process has moved online, that some manufacturers don’t even print brochures any more.
And in terms of using the Internet for auto research, in 2009 71 per cent of people spent time online, and in 2013 that number jumped to 93 per cent. “Just about everyone that’s in market for a new or used car will use the web in some shape or form,” says Maciariello.
Rather than be afraid of these trends, he says dealers need to see it as an opportunity. “How do you become a resource to them,” he asks, adding that consumers now expect 24/7 access to answers and want transparency.
People are also starting to use technology to search for a “dealership near me” which also means dealers need a robust web presence and rich experience once they are found.
He showed examples of how manufacturers such as Audi, Volvo and Fiat, were creating high-tech and virtual experiences for customers that supplement or in some cases replace things like a customer test drive.
Creating rich in-store experiences is vital for dealerships who want to drive deeper loyalty with their customers when they do arrive at their dealerships, even if that number is dropping.
New car buyers are also using an average of 18 sources of information during their research. “That’s having a dramatic impact on showroom visits,” says Maciariello. If sales are going up, and dealerships visit are going down, that means the showroom visitors are there for a much more purposeful visit, he says.
Jason Stein, editor and publisher of Automotive News, then held a Q&A session, and further probed the trends in automotive retail.
To keep tabs on these trends, you can also visit: www.google.com/trends
The 2015 CADA Summit is organized by the Canadian Automobile Dealers Association, and is supported by an exclusive sponsorship from TD Auto Finance.
