How established automakers can outpace EV pure-plays by connecting what they’ve already built

There’s a growing truth in automotive retail: when brand and dealership experiences are connected, the impact is exponential—not just additive.

That connected layer—a unified experience that bridges direct-to-consumer (DTC) platforms, financing, trade-ins, service and in-person touchpoints—acts as a multiplier for customer trust, sales team efficiency, and long-term value.

It does not replace the strengths of the dealership model—it amplifies them; and for established automakers like Ford and GM, that provides a serious competitive advantage over their pure play EV competitors.

These companies have what EV pure plays like Tesla and Rivian (amongst others) are still building:

• Global dealer networks already trusted by generations of local buyers
• Financial engines like, for example, Ford Credit and GM Financial built to scale
• Proven and trusted trade-in operations at the local level.
• An increasingly fast-growing fleet of EVs ready to meet today’s—and tomorrow’s—demand

Without a connected customer experience across those touchpoints, however, even the best tools and networks fall short of the expectations set by the newer EV brands.

That’s why the opportunity now is less about launching something new—and more about connecting and upgrading what already works.

Let’s look at what that unlocks from four critical vantage points:

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Chief Digital Officer

“We’ve launched strong tools, but they’re isolated. Customers start in one channel, then have to restart in another. It’s time to unify the experience.”

• Connect platforms like Shop Click Drive from GM, GM Financial, trade-in systems, and post-sale engagement.
• Deliver personalization, reduce friction, and serve Millennial and Gen Z buyers—who will make up 45% of car buyers by 2025.

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Chief Revenue Officer

“We miss opportunities to grow customer value when trade-ins, financing, accessories, and subscriptions live in separate systems; or appear to in the eyes of the customer.”

• Embed financing, trade-ins, upgrades, and services into one continuous journey.
• Support both OEM financial arms and third-party lenders—offering customer choice while keeping revenue in the ecosystem.
• Boost CLV and add-on, software and service attach rates with intelligent timing and visibility.

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Dealership Manager

“We’re relationship-driven. But we can’t do our job as well without insight into what the customer did online. We need the full picture.”

• Provide dealership teams access to lead activity, financing status, trade-in values, and product interest.
• Preserve attribution and hand off context from online to in-store, seamlessly.
• Close faster, build trust, and unify the dealership-brand partnership in the eyes of the customer.

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The Customer (especially Millennial & Gen Z)

“I expect to do most of this on my own—online. But when I show up at the store, I want to pick up where I left off, not start over.”

• Activate a connected journey from vehicle discovery to delivery and beyond
• Blend the convenience of online shopping with the expertise of in-person guidance
• Win loyalty with transparency, control, and simplicity

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This is the power of a platform built to deliver an embedded upgrade and connected commerce experience—but it’s really just modern retail done right to both engage the customer now, make the purchase simple and build in the repeat purchases at the same time.

Platforms like LiftForward are already making this happen—tying together existing commerce, financing, and upgrade systems into unified flows that serve product owners, retailers, dealers, and customers alike.

The playbook is in place and the advantage belongs to those who connect it first.

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