TO THE EDITOR:
Automotive News Europe published a compelling article in 2001 titled "Dealers says direct web sales do work."
Twenty years ago in my dealerships, we sold more than 2,000 new cars in a 100 percent e-commerce system. When I sold my dealerships in 2006, the new owner dismantled the system because "customers are not ready for that."
Today, we are still speaking about "big opportunities" coming from the Web for dealers. Who is responsible for this severe delay in the digital activities of the car distribution system? Dealers? Carmakers?
I personally know hundreds of dealers selling thousands of new cars via the Web since the 1990s. Don't you think it's risky in 2021 to work with this approach of the '60s?
MAURIZIO SALA, Founder, Competences in Automotive,Venice, Italy, The writer is a former General Motors, Volvo, Saab and Opel dealer. Competences in Automotive provides research, training, coaching and consulting for the auto industry.