Before COVID-19 shelter-in-place orders necessitated digital sales and remote deliveries, Lithia Motors Inc. recognized the majority of its consumers struggled in digital environments. Consumers in positive equity positions with their trade-in vehicles and perfect credit scores are least likely to require assistance with the process, executives said.
The Medford, Ore., retailer said just one-fifth of its customer base can start and finish a deal online without intervention from a dealership employee. Automated processes embedded in digital processes may reject deals consumers put together themselves or lock them into contracts they may struggle to fulfill.
The majority "just don't have the ability ... to be able to understand the disequity in their car to get rid of their trade and then find a finance source that meets all of that criteria," CEO Bryan DeBoer said. "That's what Lithia Motors does; that's what our 500-plus specialists in finance…