A new report claims that the potential for successfully selling cars online has been greatly exaggerated and adds that while more car buyers will research their purchases online, the number actually buying a car without seeing it first will remain relatively small.
The Internet needs to be looked at as an alternate means of advertising, not to replace dealerships, sales professionals or to do the selling directly. Traditional media advertising costs a dealership $15,000-$50,000 per month depending on volume of sales. A typical website, with unlimited advertising within the site as well as all of the inventory, costs a dealership about $500 per month. The dealers need to drive traffic to their websites by placing their URL on everything, everywhere. Are you more likely to remember a ten digit phone number, a radio advertisement or something like AULPITTSBURGH.com? Most people will remember a business name when identified in a dot com name or even type it in if they drive by a dealership that has a car on the lot that they liked. The Internet will never replace auto sales professionals, but it will save consumers money. If they do their research online and deal with the dealership that treats them right and gives them a good price, everyone wins. Just my two cents.
The manufacturers must offer a wider selection of colors and options. People would like to be able to select the car they want online and have it delivered to a local dealership. The intenet is a great convenience to the customer and a powerful advertising tool and those who join in will see an advantage. It is not a replacement for a sales team when making major purchases such as a car.
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Report: Online Car Sales Will Stall
Posted by: Keith Regan June 1, 2000 12:00 AMA new report claims that the potential for successfully selling cars online has been greatly exaggerated and adds that while more car buyers will research their purchases online, the number actually buying a car without seeing it first will remain relatively small.
Just my two cents.