Automotive News reports that 65 to 70 percent of car shoppers never contact the dealer they purchase from before walking through its doors.
That, in my opinion, is a mistake that could cost a car buyer thousands of dollars. I’m not going to get into the importance of online research and dealer comparison shopping again, but instead use that stat to illustrate that cars, for many reasons, have yet to succumb to the online purchase phenomenon that has gripped every other product on Earth.
Some automakers have tried to push an online buying experience (remember the GM eBay experiment?), but for now buyers prefer to buy their cars within the confines of dealership walls.
Scion, the “Gen Y” marketing arm of Toyota, wants to start pushing dealers into selling vehicles online. Could it work?