Something the Auto Industry Got Right

It is true that the Big 3 are in a state of disarray, in a word…a mess.  However, they are doing something right, using the Web to help customers buy a new vehicle. From dealer locators to finance options online, the Big 3 are the leaders in transitioning customers from online to in-dealership to complete their new vehicle purchase.

 

Here is how it works… I get online and investigate what vehicle I want to purchase and all my options.  Once I figure it out I can look at the inventory on each local dealer’s lot to determine if my vehicle is in stock.  Once I determine what dealers meet my needs I can arrange a test drive, get a quote on my exact vehicle or initiate the purchase.  I still show up at the dealership to take delivery, but it is nothing like it use to be.

 

I can do all this 24x7 in the comfort of my home or office.  Good dealers that “get it“ respond instantaneously because they understand the world has changed and they have adapted.  Others that are not as savvy still try to get you to stop by.  If you are a Web savvy customer what use to be a very painful process is now hassle free because of the Web,.  No more driving from dealer to dealer, sitting for hours in the showroom while the salesman runs back and forth to the sales manager’s office.  If you know how to use this new sales process, which 89% of new vehicle shoppers do according to J.D. Powers, can be done between the Web and email and all you have to do is show up to take delivery and sign the papers, limiting your time in the showroom to 30 minutes.

 

When it comes to big ticket purchases, like a new vehicle or home improvements, the key to success online is understanding how to help customers use the Internet as a gateway to a sales and service partner that can meet their needs.