Dealers should sell features first as buyers shop cars like Amazon, says VDG

Vehicle Data Global (VDG) warns that the "Amazonification" of car buying is changing who wins sales. Shoppers now treat cars more like consumer electronics: they shortlist by searchable features, compare price and availability online, then visit a dealer to close the deal. That shift weakens automatic brand loyalty and rewards dealers and manufacturers that make spec and value easy to compare.

Why electric vehicles accelerate the trend

Electric models have clearly defined, comparable attributes: driving range, charging speed, battery capacity, cabin screens and driver assistance systems. These metrics map neatly onto online search filters. VDG says that because some emerging brands present long lists of standard equipment, buyers shortlisting on features often pick unfamiliar names that offer more tech and kit without costly option packs.

VDG points to Omoda and Jaecoo, which reached about 100,000 sales in less than two years, as examples of rapid uptake when feature-led messages reach shoppers. It also notes the complexity now facing buyers: multiple brands can share platforms, battery suppliers and parent companies, so two badges that look independent may be closely related behind the scenes.

• Make feature, price and availability central in your online merchandising. Present equipment lists and key specs up front, in plain language customers use when filtering.
• Offer simple like-for-like comparisons across models and trims: range, charging rate, battery size, standard kit, warranty length and representative finance examples.

• Train sales staff to translate shortlist features into ownership realities: parts availability, aftersales support, warranty coverage and likely residual values.
• Protect used stock and residual values through consistent sourcing and certification. A strong used supply pipeline supports trade-ins and reassures buyers about resale.
• Explain brand relationships where relevant. If a new badge shares a platform, battery supplier or parent company with an established marque, make that clear and describe what it means for long-term support.

Why established brands still have an edge

VDG argues the traditional manufacturers retain advantages in used-vehicle management, residual value protection, parts and mature logistics. Not all new entrants will scale or sustain aftersales networks, so dealers for established brands should combine clearer feature-led marketing with demonstrations of long-term ownership support.