Mitsubishi launched its Digital Retail Program

Mitsubishi launched Digital Retail Program as Auto Manufacturers Tap Omnichannel Tech

Mitsubishi Motors North America (MMNA) launched ClickShop 2.0, a new online platform aimed at streamlining the car buying experience by bridging the gap between online and in-store interactions. This move reflects the growing demand for digital integration in the car buying process, with studies showing that 67% of luxury shoppers and 70% of all car shoppers prefer more online options. ClickShop 2.0, developed in partnership with AutoFi and Santander Consumer USA, works by pre-qualifying customers for financing based on a soft credit pull. This allows them to browse vehicles online that match their budget and saves them time at the dealership. Upon visiting the dealership, pre-qualified customers can seamlessly resume their process using AutoFi's showroom solution, further reducing the time to finalize the sale.

Mitsubishi's investment in ClickShop 2.0 aligns with the broader trend of car manufacturers embracing omnichannel solutions. Volvo, for instance, is actively working to improve its digital journey while maintaining a smooth connection with physical touchpoints. This shift is driven by changing consumer behavior, with studies revealing that 72% of automotive customer interactions and 72% of non-grocery shopping experiences already occur online. Additionally, 78% of online car buyers report high satisfaction with the process, indicating a strong preference for digital options. ClickShop 2.0 and similar initiatives demonstrate how car manufacturers are adapting to meet the digital expectations of modern consumers.