Few industries have weathered the storm of change as well as the automotive industry — particularly over the last few years. Not only has the product drastically changed (consumers are spoilt for choice when it comes to picking their dream vehicle) but the entire operating environment is different. Buyers are certainly different. A few years ago, the local car dealership would have been the first stop when someone was ready to make a decision. The salesman would have been a trusted authority and their advice weighed up carefully.
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Nowadays, by the time the average buyer walks onto the showroom floor, he or she would already have consulted an average of twenty-four different sources. They are, in short, in a constant state of purchase evaluation.
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