Old school dealers slowly embracing the Internet

The annual conference of automotive dealers continues and we discover that the folks that sell cars are just now
coming to realize they can sell cars using the Internet as a tool. We actually don’t think one analogy is correct, “My
daughter buys all of her books on the Internet. So when she buys a car, what do you think she’s going to do?” Well that
might not be accurate. People still don’t feel entirely comfortable buying a five digit purchase sight unseen. But
since two thirds of all people do research for their car buying online and only one fifth of sales are contributed to
the Internet. Those numbers should be much closer. You might not buy your new car online but you can contact dealers,
set up a test drive time that’s convenient and get comparison prices from other dealers rather quickly. The more
significant aspect could be improved customer service. More people are willing to vent to a survey or automated e-mail
than a live person.

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