Could influencer marketing help OEMs win over Gen Z? 

The way in which consumers embark on their purchase journey is changing. For decades, the first point of contact was a sales representative at a physical dealership. Now, digital channels have made it easier to conduct research and learn what products may best serve their needs at home. Indeed, Cox Automotive’s 2023 Automotive Shopper Study revealed that customers are now twice as likely to begin their journey online than at a physical dealership.