SANTA MONICA, Calif. (April 5, 2005) -- Car dealers who have invested in modern technology tend to attract more online buyers, according to Edmunds.com executives.
"Dealerships that invest in technology and training are likely to attract a more sophisticated workforce that respects a consumer's need to be informed," said Phil Reed, author of Edmunds.com's Strategies for Smart Car Buyers. "Dealerships centrally owned by publicly traded companies such as AutoNation, Group One and United Auto Group have generally done an impressive job of embracing and satisfying customers who buy through their Internet departments," he continued. "It is no surprise to learn that those companies buy technology in bulk and often share best practices between stores." Because publicly traded dealer groups focus their attention on attracting Internet customers, they are unlikely to use classic tricks that turn off savvy car buyers, Edmunds.com officials pointed out.
Over time, dealerships will realize that an Internet customer costs far less than a traditional customer in terms of marketing, time and other resources, company executives concluded.