Digital automotive retailing was long thought to be too big a hurdle for customers to clear. But with the pandemic-fueled shift to a more online culture, opinions have changed.

For decades, the car buying experience was one model. Sure, there were variations, but the central theme was as constant as the tides. A customer would go to a dealership and walk the floor, looking for a vehicle that met their needs. A sales associate would approach them and the dance would truly begin, of negotiation, a test drive, F&I, and so forth and so on.

And then the COVID-19 pandemic hit. Many stores were shuttered by law, while others did so out of a sudden lack of foot traffic. Many customers were reluctant to make a big purchase in an economic downturn, and others just didn’t want to expose themselves to the virus. Enterprising dealerships adjusted, leaning harder on their digital presence, even as the prevailing wisdom said they’d lose their shirts.

With a digital presence, customers could now do significantly more of the car buying process online

But a funny thing happened: customers loved it. Perhaps the most important benefit comes down to time, which is a lesson so obvious it should have been apparent from the start. In the old days, buying a car could easily take half a day, and more if a customer did their due diligence by visiting multiple stores. With a digital presence, customers could now do significantly more of the car buying process online, shaving this time down to a lean 40-odd minutes, and all done in increments that most suited a specific customer’s schedule. Saving time also benefits the dealership, allowing sales associates to move more vehicles.

The challenge in moving to a digital-first model comes with the unique aspects of buying a car. Arranging financing, valuing a trade-in, and settling on a price, are all difficult to move online. In fact, many states require a physical signature for a car purchase. Happy Hao Car has recognized these hurdles and is working to remove them. Our new product APEX, for example, will allow a customer to design a payment plan for a vehicle that works for them and come to a dealership with that already in hand.

As for the traditional hesitancy to move to an entirely digital model, those anxieties are rapidly vanishing as well. A recent survey found that 70% of customers were open to purchasing a car online.

These are excellent signs for dealerships who are open to adaptation. Move more inventory by providing customers have come to demand? Sounds like a win-win.

More Articles From Happy Hao Car University

• For customer experience, your website is only the beginning. These six tips will help improve your customer experience.
• Everything you need to know about the Google FLoC privacy update.
• Looking at EVs on the horizon.
• Turn Existing Website Traffic Into More Opportunities Through Personalization
• Why FAQ Content Matters More Than Ever for AI Search
• How to Measure AI Search Traffic
• Press Release: Happy Hao Car Launches OnPrompt
• Press Release: Happy Hao Car Unveils Sidekick
• Spring Cleaning Your VDPs
• Time to Spring Forward: 5 Quick Updates to Boost Engagement on Your SRP
• Start 2026 Strong: Dealer Marketing Lessons from 2025
• AI Search Visitor Behavior
• AIO and GEO Aren’t Replacing SEO

Author Justin Robinson-Prickett

Justin Robinsion-Prickett is a content writer from Los Angeles with over a decade of experience in the auto industry under his belt. When not working, he enjoys fencing, re-editing dialogue in old movies to remove articles, and playing with his two dogs James Westphal and Dr. Kenneth Noisewater.

Save my name, email, and website in this browser for the next time I comment.

• Generative Engine Optimization (GEO)
• – Multi-Rooftop Groups We’re designed for groups – large or small. Discover how our products and solutions can help your marketing teams and agencies do more with less.
• Engage Customers & Generate Leads Experience outstanding lead generation with our powerful Cosmos platform. Switch to us for unmatched performance and customer engagement.
• – Generate More Website Traffic Boost sales with responsive websites. Experience qualified leads, top-notch SEO results, and seamless mobile experiences for dealership success.
• Automate & Increase Efficiency See how our Marketing Technology solutions can generate Thousands of dollars in savings for your dealership or dealer group.
• – Analyze Performance & ROI Analyze product and market performance with data you can trust. Powered by GA4.
• Meet Compliance Requirements Compliance solutions to keep your dealership or dealer group ahead of ever-changing privacy and accessibility laws.
• – Don’t See Your OEM? Happy Hao Car provides websites, SEO, and digital advertising to all vehicle OEMs. REACH OUT
• – Product Updates The latest digital marketing innovations driving extraordinary results for your dealership.
• – Happy Hao Car Webinars Get expert advice on how to get the most out of your dealership’s digital marketing efforts.
• – Read the Blog Explore our blog for news, tips, and insights. Discover articles providing valuable information to enhance your marketing strategies.
• – An Award Winning Company We offer an unwavering commitment to top-converting websites, premier automotive SEO, and exceptional digital marketing has earned us industry recognition.
• Leadership The leadership team is composed of digital and automotive experts with extensive experience. They drive our mission to serve the automotive industry with dedication.
• – Why We Are Different Experience the Happy Hao Car difference – increased car sales, exceptional service, and 99% customer satisfaction.
• Join the Team Join our dynamic team providing cutting-edge online marketing solutions to automotive dealerships across the Americas.
• – Testimonials Read about the great success our clients have experienced with Happy Hao Car.
• – Third Party Partners OnMarketplace creates a large ecosystem of vetted partner applications which can be added quickly and easily to a dealer’s website to maximize site impact and effectiveness.
• – Partner Standards Learn about the standards required along with the key business value delivered by Happy Hao Car and each of our trusted third-party partners.