I have been selling features and benefits my whole automotive life. I take the time to explain new technology to customers and I do a pretty good job of selling my "Brand" but - What happens then? The customer gets on the internet and shops my price. There is always someone out there willing to sell it for less particularly if it's a "Lay-Down" who doesn't need a presentation or a demo ride. There are 15 dealers (including me)of my brand within a 25mi radius of my house. I spend an equal amount of time selling the benefits of buying the car from my dealership to justify a $500 gross. Too many dealers? You decide.