Automotive brands are under more pressure than ever to evolve. Yet some of the most critical moments in the customer journey remain underdeveloped.
Our latest Voice of Experience Innovators in Mobility report shows a clear trend: while many OEMs are investing in experience innovation, their commerce and retail capabilities lag behind.
And that gap matters more than many realize.
A missing link in the innovation story
We often associate automotive innovation with high-profile topics like electrification, autonomy and AI. But the less flashy parts of the customer experience — vehicle discovery, configuration, pricing transparency, dealer interaction, financing — are where expectations are often unmet.
The research shows that:
- Many OEMs cite limited maturity in commerce and retail infrastructure.
- Friction in these areas negatively impacts overall customer experience (CX) performance.
- Short-term business goals and constrained funding often deprioritize long-term experience evolution.
The result? A disconnect between what customers expect and what they experience, especially at key transactional touchpoints that significantly influence loyalty and lifetime value.
Rethinking what commerce means in automotive
This doesn’t mean brands should default to a direct-to-consumer (D2C) model. It means recognizing that the retail and transactional layers of the customer journey are often pain points. Improving them is a fast, high-impact lever for innovation.
Commerce has evolved beyond transactions. Today, it’s about orchestrating a seamless, personalized experience across physical and digital touchpoints. It’s about giving customers confidence, clarity and control throughout the entire sales process.
So, where do you start?
Improving commerce capabilities doesn’t require a complete overhaul. High-impact, targeted interventions — such as implementing conversational commerce, enhancing lead-to-order journeys or rethinking configurator UX — can deliver measurable results quickly.
At Valtech, we help automotive brands identify where these opportunities lie and how to prioritize them. We combine our experience design, technology and commerce expertise to unlock the next wave of CX performance through practical, scalable solutions.
Here are three ways you can leverage our expertise:
- Access our mobility report. Download our Voice of Experience Innovators whitepaper today
- Watch our on-demand webinar. Gain deeper insights by watching our panel discussion on this subject
- Consult with our experts. Explore how to evolve your commerce strategy and start creating seamless customer journeys that drive loyalty and growth.
