Acura Launches New Digital Sales Tool After Its Debut Of ZDX EV

Acura has introduced a new digital sales experience tool alongside the launch of its first electric vehicle (EV), the ZDX. This innovative approach aims to streamline the car-buying process and attract younger buyers in the increasingly competitive US EV market.

The ODSX: Redefining Car Buying

Acura’s Omnichannel Digital Sales Experience (ODSX) tool, developed in partnership with cloud tech company Tekion, promises to revolutionize the car-buying process. Mike Langel, Acura’s US head of sales, claims the tool is “redefining the customer experience” as it rolls out to dealers nationwide.

Key features of the ODSX include the ability to complete a vehicle purchase in as little as 60 minutes, seamless integration of online and in-dealership experiences, and a comprehensive backend integration for dealerships.

“We feel it’s the future of the efficient, painless transaction for the customer,” Langel stated to Automotive News.

Phased Rollout and Early Results

Acura is implementing the ODSX in phases. Phase 1 will see the launched ZDX in May 2024, covering 15 dealers. For Phase 2, it is currently underway with the expansion to 100 dealers. When it arrives for the full rollout, it is expected to be completed in Q1 2025. 

Early results are promising, with 76% of ZDX sales completed using the new digital tool. Since its launch four months ago, Acura has sold 2,035 ZDX models, with 1,003 units sold in August alone as the electric SUV rolled out to dealers nationwide.

Competing in a Challenging Market

Acura’s digital shift comes at a crucial time. The brand’s overall vehicle sales are down 12% through the first eight months of 2024, with 87,298 units sold. To boost demand, Acura has introduced significant incentives, including a conquest cash offer that brings total discounts on the ZDX to nearly $30,000.

While the ODSX enables complete online purchases, Acura reports that most ZDX customers still prefer to visit dealerships, especially given the novelty of EV technology for many buyers.

“Because it’s an EV — it’s new to us, our dealers and to the majority of our customers — they want to touch, feel, see and drive the car, and understand how charging works,” Langel explained.

Read More: Acura’s Performance EV Concept Debuts At Monterey Car Week With Futuristic Flair

As Acura continues to roll out its digital sales tool and expand its EV lineup, the success of this initiative could have far-reaching implications for the automotive landscape after its Acura ZDX EV debut. If successful, it may potentially reshape the relationship between automakers, dealers, and buyers.

Want to learn more about EV? Thinking of buying an EV? Head over to EV.com and discover more.