From PSFK's 2019 Automotive CX Debrief, here's how three car retailers are developing tech-based products and services that provide post-purchase customer support for a digital-first market

Consumers increasingly expect their favored brands to serve as lifestyle partners, seamlessly integrating into and enhancing their daily lives beyond the point of purchase. Automotive brands are responding to this new standard, developing digital service ecosystems and ongoing support that integrate the brand into the customers' daily routine.

From virtual roadside assistance to GPS smartwatches, here's how three innovative brands are investing in tech-based post-purchase support strategies that help consumers get the most out of their car ownership experience:

BMW i Ventures x Urgent.ly
The investing arm of automotive brand BMW has invested (along with Jaguar and Porsche) in roadside assistance platform Urgent.ly, which provides on-demand help to drivers during breakdowns. Drivers can request help through the Urgent.ly app, which uses artificial intelligence and geolocation to connect them with the appropriate service providers and automotive manufacturers in their area. With its investment, BMW aims to integrate Urgent.ly’s services into its own BMW Assist program, which allows BMW drivers to request assistance through their in-car entertainment systems.

BMW x Tmall Genie
Automotive brand BMW has partnered with ecommerce platform Alibaba to integrate its AI-powered voice assistant, Tmall Genie, into select vehicle models in China. Drivers can use the assistant to access a variety of services like online shopping, music streaming services, purchasing movie tickets or weather updates.

Daimler x Garmin
Automotive brand Daimler has partnered with wearable maker Garmin to create a Mercedes-branded version of its vívoactive 3 GPS smartwatch, designed to monitor a driver’s wellbeing while on the road. The real-time biometric data collected by the watch is sent to the Mercedes me app, which will make customized recommendations to enhance the driver’s wellbeing, such as routes that are potentially less stressful or music that better suits their current mood.

45% of all drivers want service to be integrated seamlessly into their daily life: They don’t want to have to go in person to a workshop or dealer service location. For more innovation in automotive buying and owning, see PSFK's in-depth Automotive CX Debrief, available for download now, and sign up to attend our Automotive CX Briefing in New York City. During the event, PSFK staff will share in-depth insights from our research regarding innovation in auto retail and cx as well as lead informative discussions and ideation sessions for auto industry professionals and non-professionals alike—tickets available now!


Lead image: stock photos from Kaspars Grinvalds/Shutterstock

Consumers increasingly expect their favored brands to serve as lifestyle partners, seamlessly integrating into and enhancing their daily lives beyond the point of purchase. Automotive brands are responding to this new standard, developing digital service ecosystems and ongoing support that integrate the brand into the customers' daily routine.

From virtual roadside assistance to GPS smartwatches, here's how three innovative brands are investing in tech-based post-purchase support strategies that help consumers get the most out of their car ownership experience: