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While automakers were among the first to exploit digital channels, they no longer hold the leading edge in online innovation. A major McKinsey & Company research project surveyed car buyers and interviewed industry players to identify three key digital opportunities OEMs could capture.

To gain a better understanding of the impact the digital revolution could have on automotive OEMs, McKinsey & Company conducted a research effort that surveyed the digital usage trends among 600 car buyers in the US, the UK, and Germany. Based upon this research, McKinsey identified three major OEM opportunities:  

1. OEMs receive millions of potential leads from Web sites, car configurators, search engines, and "likes" on Facebook. With the right analytical rigor, automakers can tap into this vast number of prospective customers to determine who actually intends to purchase a vehicle.
    
2. While traditional advertising channels such as TV and direct mail "push" brand messages to the audience, digital venues empower customers to interact with other customers and with OEMs. This enables customers to share their thoughts on attractive product features. The opportunity for OEMs to use this wealth of consumer insights to improve product and service designs is significant if approached systematically.
    
3. Car buyers are already conducting much of the consumer decision-making journey digitally. Despite concerns, many are open to making the final purchase transaction online as well. This new openness to digital channels could translate into opportunities for OEMs to re-imagine their distribution/retailing approaches.