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Sustaining dealerships – by Al Masaood Group’s Marwa Kaabour

Al Masaood Group’s group head of marketing and corporate communications, Marwa Kaabour, examines how the car buying experience has transformed, and what this means for marketers

The world of automotive sales is becoming ever less the domain of large state-of-the-art multi-story buildings with sharp-suited saleswomen and men running customers through an in-person pitch about the latest car model’s sizzling features, and negotiating their way to seal a deal.
The dealership model has been around since the 1800s, and for as long as we remember they represented a milestone in the lives of everyone. Who wouldn’t remember their first car purchase? Times have changed. An explosion of innovations is cutting out the middlemen.
The digital revolution and climate change are disrupting the mobility scene. Several internal and external challenges are jostling the way dealer


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