CarMax Dealers Face Digital Shift as AI Tools Gain Customer Interest
A recent AI study has revealed a growing demand for digital services in carmax dealerships. While many customers still prefer in-person visits, there is clear interest in self-service tools and AI-assisted support. Industry experts discussed these findings with AUTOHAUS Editor-in-Chief Hartmut Abeln, highlighting both opportunities and challenges for the sector.
The study, analysed by Christian Stallkamp of Muuuh! and Steven Zielke from mobilApp GmbH, showed mixed attitudes towards digital car buying. Over half of dealers and nearly 60% of buyers remain sceptical about a fully online process. Yet, nearly half of customers could see themselves using AI for consultations, and 80% would consider digital vehicle registration.
Only around a third of carmax dealers currently offer self-service portals, though another 22% plan to add them within two years. The research also found that AI bots could cut appointment booking costs from €4-8 to as little as €1. For these tools to succeed, however, they must provide real functionality and improve customer satisfaction.
Despite the push for digital options, visiting a dealership remains the top choice for nearly half of respondents when selecting a vehicle or carmax dealer. Hartmut Abeln of TÜV Nord argued that AI presents more opportunities than risks, but dealers must develop digital skills to stay competitive in brick-and-mortar retail.
The study underscores a shift towards digital expectations in carmax retail. While traditional dealership visits remain important, cost savings and customer interest in AI tools suggest a hybrid approach could shape the future. Dealers who invest in functional self-service and AI solutions may gain an edge in meeting evolving consumer demands.
