Auto brands are offering a more comprehensive digital shopping experience, from initial brand discovery through display advertising, Google search or social platforms to purchase on the dealer lot. To facilitate discovery, brands are scaling back their TV investments and allocating resources to low-cost, high-return digital channels. Meanwhile, the advent of third-party interlopers, the rising popularity of alternative ownership models and Amazon’s foray into the auto world has forced brands to innovate the purchase process to better replicate the seamless digital commerce experience found in other industries.