Today, online sales executed directly by OEMs are still a niche market. But OEMs need to start now if they are to protect their market position when the floodgates of consumer demand for online sales open, as they surely will soon. There are major benefits to doing so – not just increased margins from disintermediation, but a closer relationship with customers leading to better profitability and retention. In this way, companies can simultaneously develop a reputation as digital masters and deliver the experience that customers expect.