Consumers have more tools at their fingertips than ever before in researching purchases, and this truth has transformed the automotive marketplace. Take the amount of online information available about vehicles — and dealerships — and add the emotional weight that comes with making what is typically the second-largest purchase of a consumer's life; you'll get a very educated, very motivated shopper.
In the past, customers depended on dealerships to provide information about vehicles and often followed family loyalty to buy from only one manufacturer. This is no longer true. Dealers who don't recognize that times — and customers — have changed, who continue to follow their "we've always done it this way" marketing and sales strategies, will progressively pay the price.
Consumers, however, aren't the only ones with fresh tools. By taking advantage of new technology, dealerships can connect with customers in meaningful ways and build rewarding relationships that benefit everyone.