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Complex experience hampers online car buying, Pendragon's digital guru warns


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Pendragon s head of digital transformation, Owen Gill, has warned that the complexity of automotive products makes it hard for modern car buyers to transact online.
Speaking on a recent edition of The Armchair Show, a video podcast for the UK automotive sector which AM is now partnering, Gill shared his view that the motor industry has struggled to adapt in the past but now is a critical time for change.
I think the year that we ve had forced a lot of automotive businesses to change how they see digital transformation.
Those that adapt quickest, and understand that need to change, will be the ones who will win in this journey, he said. ....

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