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McKinsey analyzed 24 customer touchpoints for more than 9,000 new car buyers to better understand which touchpoints drive customers’ premium perception and hence willingness to pay. A factor analysis identified 7 core touchpoint dimensions of customers’ willingness to pay. Of these, digital experience ranked second most important, just behind live experience. Thus, while the focus on traditional dimensions such as product and retail experience remains key, OEMs need to step up their online game.

http://www.mckinsey.com/client_service/marketing_and_sales/latest_thinking/eight_trends_shaping_digital_marketing_in_the_auto_industry