The Changing Dynamic Of Vehicle Sales

In recent years, the way vehicles are sold has undergone a huge transformation. The traditional dealership experience, once the cornerstone of the car-buying process, is now just one piece of a broader, more complex puzzle. At Marsh Finance, we’ve observed first-hand how consumers' demands are reshaping the vehicle sales landscape, and it’s clear that dealerships must adapt to this new reality to stay competitive.

From Showroom To Screen: Buyer Behaviour Is Shifting

It’s no secret that the rise of digital technology has completely changed the way consumers approach buying a vehicle. The pandemic accelerated this shift, pushing more buyers to research, compare, and even begin the financing process online. However, while the online experience is now integral to the buyer’s journey, the showroom still plays a vital role. The key challenge for dealerships is offering a seamless transition between these two worlds, giving consumers the ability to choose how and where they engage.

At Marsh Finance, we recognise that consumers no longer want a linear, dealer-led process. They want flexibility. Today’s car buyer expects an omnichannel experience where they can move freely between online and offline touchpoints, whether they are applying for finance, researching vehicles, or visiting a showroom for a final test drive.

Convenience Is King

Convenience has become the top priority for car buyers. Research by iVendi shows that consumers now complete up to 80% of their buying journey online before stepping foot in a dealership. This shift means that dealerships must provide a robust digital platform that allows customers to research, apply for finance, and even book test drives—all from the comfort of their homes.

But convenience doesn’t stop at the online platform. In fact, many customers still value the in-person dealership experience, especially when it comes to finalising the purchase. The physical interaction with the vehicle—seeing it, touching it, and getting a real feel for it—remains a crucial part of the process. This is especially true for high-value purchases like cars, which carry significant emotional and financial weight.

This highlights the importance of offering a holistic financing solution that works both online and in person. By featuring dealership stock on our car marketplace that is integrated with our finance products, we can empower buyers to complete most of their journey online while still allowing them to engage with the dealership when it matters most. Learn more about how Marsh Finance’s car marketplace.

The Informed Buyer: Knowledge Is Power

Consumers today are more informed than ever before. With endless information available at their fingertips, they come into dealerships armed with knowledge about the vehicles they want, the financing options available, and sometimes even the exact terms they are eligible for. This shift has redefined the role of dealership staff.

Where once sales teams would guide the entire process, today they are expected to enhance it by providing additional expertise and confirming the decisions consumers have already made. This is especially true in emerging areas like electric vehicles (EVs), where buyers are often well-versed in technical specifications such as battery types and range capabilities.

Dealerships must ensure their staff are equipped with the knowledge to meet these informed buyers. Gaps in expertise or technology, such as the inability to properly communicate hybrid or EV options, can erode consumer confidence.

Omnichannel Integration

The future of vehicle sales lies in a fully integrated, omnichannel approach. As more consumers begin their journey online, dealerships must create a seamless transition from digital to physical. This requires investment not just in digital platforms but also in training, technology, and customer relationship management systems that support this hybrid model.

It’s not just about being available online—it’s about offering a personalised, consistent experience across every touchpoint. Whether a customer starts their journey on your website, an external stockfeed or walks through your showroom door, they expect to receive the same level of service, the same information, and the same ability to control their buying journey.

At Marsh Finance, we are committed to supporting dealerships in this transition. Our finance solutions are designed to be flexible, allowing customers to move between online and in-person interactions seamlessly. We work closely with our dealership partners to ensure that our products integrate smoothly into their sales process, helping them meet the demands of today’s digitally empowered consumers.

Learn more about becoming a Marsh Finance partner.

Embrace The Change

The car-buying process has changed, and dealerships that embrace this new dynamic will be the ones that thrive. By offering a true omnichannel experience, dealers can meet customers where they are—whether that’s online, in the showroom, or both. At Marsh Finance, we’re here to help our partners navigate this changing landscape, providing the tools, products, and support needed to succeed in today’s automotive market.

As the industry continues to evolve, one thing is clear: the power is now in the hands of the consumer. And those who can offer the convenience, transparency, and flexibility they demand will be the ones who lead the way forward.