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Car shoppers embracing the online age

By Michael Essany     Jun 10, 2014 in Business
According to a new report published Tuesday, a rapidly expanding number of car buyers are now finding great deals just by shopping exclusively on the Internet.
"A lot more people do a lot more research than just four years ago," Tom Cockfield, the Internet sales manager for a Michigan-based multi-franchise new car dealer, tells AOL Autos, is quoted in the report. "Ten years ago, shoppers came into the dealerships to do research. Today, they already know the market and the car they want. All of that is because of the Internet."
But dealerships and other companies with their fortunes tied to the automotive sales industry are wisely — and quickly — adapting to the new opportunities of the digital age. Rather than perceiving change as a negative challenge, many are embracing the opportunity to give consumers what they want — a simpler, more transparent, and exceedingly efficient way of finding their next ride.
It's a trend that OpenBook Autos in Murray, Utah adopted early on. And the rewards have been stellar.
By setting a new standard for how car shopping is done in the digital age, appreciative consumers continue to reward OpenBook Autos with their trust and business, market watchers note.
“We at OpenBook Autos have created a process that is simple and efficient for our customers to purchase a newer car,” the company explains on its website.
With car shoppers giving a resounding nod of approval to the digital resources bestowed upon them, the practice of directing more sales and marketing resources online is poised to continue.
"Dealerships are increasing dedicated Internet-only sales staffs, who often advertise more competitive prices online than in the showroom," AOL Autos reports. "Internet staffs are also assigned the task of searching for cars that are not physically on the dealership's lot, which offer the Internet shopper more variety in optional equipment and price."
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