Driving loyalty in automotive: Building connections beyond the car

In today’s automotive landscape, loyalty is evolving. Younger generations are less inclined to stay with a brand based solely on its history or reputation. Instead, they’re drawn to the tangible value a brand provides. As a result, their loyalty develops from the quality and relevance they experience directly. This shift is prompting some automotive brands to move beyond simply promoting their products and explore new, meaningful ways to connect with their customers.

Inside the club: How automotive showrooms are evolving

In-person engagement remains a cornerstone of customer loyalty. Appointment-based experiences, such as personalized test drives or one-on-one consultations, allow brands to focus on individual customer needs. For example, brands like Land Rover provide immersive test drives that showcase their vehicles’ capabilities in real-world conditions, giving customers a unique experience with both the vehicle and the brand, leaving a lasting impression. These tailored interactions help deepen customer trust and appreciation for the brand.

Beyond appointments, showrooms are transforming into dynamic community hubs designed to foster meaningful connections. By hosting events such as EV expos, sustainability workshops, and launch parties, brands create spaces where customers can learn, connect, and engage. Lynk & Co, for example, has embraced this approach with its innovative club concept, transforming showrooms into spaces that foster local community connections.These activities help position the showroom as a vibrant part of customers’ lifestyles rather than a purely transactional environment. Automotive brands are redesigning their showrooms to foster community engagement, transforming them into inviting, versatile spaces that welcome everyone—not just customers. These innovations allow brands to align with the interests and values of their customers while fostering a sense of belonging.

Technology plays a key role in enhancing these efforts. Features like augmented reality (AR) tools enable customers to visualize car features during events or appointments, while digital booking systems streamline scheduling and follow-ups. By blending human interaction with digital innovation, these strategies create seamless, memorable experiences that reinforce customer loyalty. This reimagining of physical spaces reflects a broader industry shift, where brands aim to connect with customers on an emotional and community level, positioning themselves as more than just vehicle providers. As these efforts evolve, they offer new opportunities to build relationships and deepen brand loyalty through meaningful, in-person engagement.

Listening to customers: The first step to better automotive experiences

A recent Capgemini report evaluated the automotive industry’s efforts to enhance customer experience (CX) in comparison to sectors like retail—and revealed some significant gaps. The findings show that only 48% of customers consider brand reputation a decisive factor when purchasing a vehicle, while a poor customer experience could cost automotive brands an average of $150 million annually. However, the report suggests that brands could retain this revenue by improving both sales and service experiences, fostering loyalty that translates to longer-term relationships with the brand.

Eric Boutin, Head of Customer Experience at Skoda, emphasized the need for the automotive sector to look beyond its own boundaries for inspiration, drawing from best-in-class CX in other industries, such as “online or digital experiences, exclusive clubs, loyalty rewards, and omnichannel engagement”—all of which can add unique value for automotive customers.

The report recommends that “automotive business models must pivot toward a greater emphasis on CX.” OEMs should prioritize customer engagement throughout the entire ownership journey—from pre-sale research to post-sale support—by investing in smooth, thoughtful interactions at each touchpoint. This shift encourages a focus on customer lifetime value, making CX a central business priority to foster long-term loyalty.

Leaving a lasting impression: Why seamless CX matters

Creating meaningful customer experiences requires adaptable, effective tools that align with brand values. Appointedd’s platform offers customizable booking solutions that enhance every stage of the customer journey, giving customers the flexibility to engage with brands on their terms—whether through test drives, special events, or sales support. With multi-time-zone scheduling, real-time availability, and automated communications, Appointedd enables brands to deliver a seamless experience that feels effortless and consistent with their identity at every customer touchpoint.

At Appointedd, we’re on a mission to power the best customer journeys guided by our value of “Digital first, human always,” we believe that great technology should facilitate genuine, human connections. For us, being a partner means going beyond providing software; we strive to help brands deliver exceptional experiences that aren’t just smooth and efficient, but that also leave a lasting impression. Our platform also gives brands full control over their interactions, ensuring each touchpoint reflects their unique positioning. Automated reminders and notifications keep customers informed, reduce no-shows, and foster connection throughout the entire customer lifecycle.

In today’s market, a smooth, flexible customer journey is essential for building loyalty among value-driven customers. By supporting companies that prioritize meaningful experiences, Appointedd demonstrates how technology can be both digitally efficient and genuinely engaging, empowering brands to meet and even exceed evolving customer expectations. Book a call with one of our automotive experts to discover how Appointedd can support your business’ growth. To dive deeper into enhancing customer experiences, be sure to check out our recent blog on the shift to experiential marketing in the automotive industry.