While visiting a dealership is de rigueur for most, an increasing number of consumers are turning to technology to buy their cars.
Detroit Free Press reports that consumers visit 1.6 dealerships on average prior to purchasing a vehicle — down from an average of five 10 years prior — four out of five compare prices and vehicles from an average of 10 dealerships through sites like eBay Motors, Edmunds and TrueCar, and half of millennials purchased their vehicles from their smartphone or tablet.
The challenge for those who conduct their car-dealing business online is to convince more traditional dealers that technology is a tool for increasing sales, not a new competitor out to steal sales. Ebay Motors general manager Bryan Murphy considers his site a sales channel and “not a retailer,” citing scale as the main selling point; dealers can connect with 155 million eBay customers around the world through eBay Motors.
Dealers, as well as automakers and lenders, would also be able to make financial offers tailored to a consumer’s given economic history, zip code, insurance, and other factors that may not be relevant to buying a car, thanks to data mining and other information-gathering tools.
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