The internet has a massive impact on the customer behavior. Automotive clients research more than ever online before purchasing a car or arranging a repair. Manufacturers as well as retail are replying to these needs with increased multi-channel marketing and online customer care. Experience shows though, that the digital transformation potential is not fully tapped yet. In our study “Spinning the Wheel Online”, experts of Arthur D. Little analyzed eight international markets, how online experience of customers influence the behavior in dealing with traditional automotive sales channels – as well as the latest strategies of manufacturers (OEMs and OES), dealers and workshops addressing these changes. You will find five core recommendations how to improve your sales strategy respectively.