The Key to Automotive Transformation: How OEMs Rely on Modern Payment Management
Digitalization and new sales models: A turning point for OEMs
The European automotive market is undergoing radical change: digitalization, growing e-commerce shares, and new sales models are transforming not only the customer experience but also the role of car manufacturers. The interaction between online and offline touchpoints is crucial here: while customers are increasingly using digital channels for purchasing and payment, physical contact remains a central part of the customer journey, for example when it comes to advice and service.
Payment processing in particular is becoming a strategic factor: it determines conversion, customer satisfaction, and long-term brand success.
Between tradition and transformation
More and more manufacturers are currently testing sales models such as agency models or direct sales. The focus is always on the customer and a seamless customer experience. OEMs are increasingly taking on tasks such as logistics, pricing, and payment, while dealers are acting more as consultants..
At the same time, the relevance of digital vehicle purchases is increasing: 16% of car buyers in Germany have already made at least one purchase entirely online.¹ Nevertheless, only 39% of dealers are currently able to map the entire customer journey digitally – representing significant untapped potential.²
The greatest challenges are:
- the harmonization of pricing and payment processes
- the creation of a seamless, cross-channel payment experience
- with a consistent brand look and feelas well as compliance with regulatory requirements such as data protection and money laundering prevention
Payment management as a strategic lever
Efficient, digital payment management is the basis for new business models such as vehicle subscriptions or digital add-on services. Inefficient processes, on the other hand, lead to high costs, long processing times, and compliance risks. A modern, automated system creates transparency and agility and transforms payments from a cost factor into a strategic differentiator.
Advantages of digital payment processes
Digital, cross-channel payment processes offer OEMs decisive advantages:
- Higher conversion rates through fast, simple payment processes
- Optimized customer experience through flexible and secure payment methods
- Cost reduction thanks to automation
- Full transparency throughout the entire payment process for all parties involved
Customers now expect digital payment options as standard, particularly in the after-sales sector, for example when booking workshop appointments or purchasing spare parts.
From car dealerships to OEMs: The role of bezahl.de
With bezahl.de, the Aufinity Group already supports over 1,600 partners in Europe in digitizing their payment management. Thanks to the combination of direct sales, agency models, and online sales, as well as the strong role played by retailers, OEMs are now also seeing a growing need for centralized, integrated payment solutions.
An example: Renault Retail Group and Mercedes Benz AG, with their XENTRY DSDCom communication platform, also rely on bezahl.de to offer modern payment methods while optimizing internal processes—seamlessly integrated and customized to their own design.
"Payment management is much more than just payment processing," explains Julian Weste, Vice President Sales Europe at Aufinity Group. "For us, OEMs are strategically important partners with whom we work together to design holistic, efficient processes for all aspects of payment transactions. In this way, we not only create modern, secure, and customer- and employee-friendly solutions, but also lay the foundation for new business models and sustainable, profitable growth."
Payment management is evolving from a pure process to a key strategic component for OEMs. Investing in modern, integrated systems at an early stage not only increases efficiency and cash flow, but also creates a consistent customer experience across all channels. Among other things, this enables new business models such as vehicle subscriptions or digital services, while strengthening brand loyalty and customer satisfaction in the long term. Payment is thus becoming a decisive success factor in actively shaping the profound transformation of the automotive industry.
¹ Berylls by AlixPartners, Navigating Online Automotive Sales Study 2024 (2024), https://www.berylls.com/wp-content/uploads/2024/07/2024_Navigating-Online-Automotive-Sales-Study_Berylls-by-AlixPartners.pdf.
² Cox Automotive, 2023 Digitization of Car Buying Study, October 2023, https://www.coxautoinc.com/wp-content/uploads/2023/11/2023-Digitization-of-Car-Buying_FINAL.pdf.
