Dixon believes that physical dealerships will transform into marketing hubs, so that consumers can experience vehicles, with the help of in-store experts.
However, buyers will drive the purchasing journey, either in-store or online at a time that suits them.
Removing the pressure of a salesman makes buyers more likely to engage in the process, he argues, with higher footfall at stores and greater conversion rates.
Currently, 60% of its car sales are online, proving that a digital, self-serve model can work if done correctly.
This also involves turning the traditional sales process on its head, with customers setting their budget first, then looking at all the cars available within that price range and finance plan.
Dixon says: “That's really at the heart of what Rockar does. We empower the customer, we don't control the customer.
“Ultimately, my vision would be that everything can be online and not being transacted in a physical environment. The physical environment is more of a marketing one.”