Young buyers are increasingly turning away from showroom visits when car shopping in favor of comparing potential purchases online. Dealers are learning how to adapt.
Online Car Sales
Volvo is completely rethinking its marketing strategy with an approach that it calls the Volvo Way to Market. The revised plan means an increase in the company's advertising budget overall and a totally different way to allocate those funds. The most dramatic shift is the Swedish automaker's decision to begin selling its models online directly to customers worldwide.
Google is restructuring its car buying tools, and part of the process means shutting down its Google Cars shopping service. Launched a little more than a year ago with expectations that it would disrupt the auto sales industry, other early commentary noted that some dealers were already unhappy with the way the service worked and that Google Cars would need to overcome their issues in order to succeed. Rolled out in the San Francisco Bay Area, the service worked by showing local inventory in the
Online sales are now a big and fast-growing part of U.S. retail sales, for everything from books to auto parts. True, the total amount of retail sales booked online is a small fraction of the total volume of consumer goods, but it is the fastest growing of all sales channels, tantalizing manufacturers with its efficiency and low cost (not to mention the potential boost to the bottom line).
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