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Web sales increasing for car dealerships
Published: Thursday, March 10, 2005 06:57 AM
By Dylan McCament, News Staff Writer

MOUNT VERNON — Soon nearly 30 percent of new cars will be bought through dealership Web sites, according to an article by Edmunds.com, an automotive information resource. Phillip Reed, senior consumer advice editor for Edmunds.com, said most people only need to go to the dealership for a test-drive and to sign the papers.

“Consumers should use the Internet, telephone and fax machine to research vehicle options and prices, to receive price quotes and to secure financing before ever setting foot in a car dealership,” Reed said.

Tom Kossmann, president of Westhigh Motor Co., 608 W. High St., said online car buying is the wave of the future. The success of online car buying amazes most dealers, he said, adding he had just finished setting up his own Web site.

Bob Snow, sales and finance manager for Ross Jeep Eagle, 219 Harcourt Road, said dealers have no choice but to expand to the Internet.

“Dealers just have to get on the boat,” said Snow.

He said Ross Jeep Eagle was in the process of developing a Web site.

Fredericktown Chevrolet dealer John Walsh said his Web site is “a mechanism for communicating with the customer,” adding that he thinks it has increased sales. It is very common, he said, for people to arrive at the dealership after having done research on the company’s Web site. He said people as far away as Indiana and Michigan have bought cars from Fredericktown Chevrolet due to Internet research.

“Frequently, the more educated the consumer, the better it is for us,” Walsh said.

Internet salespeople are eager to quickly negotiate a price because commissions are based on sales rather than volume, and online customers are generally well informed and ready to buy, according to Edmunds.

“If nothing else, it generates the leads that get customers in to look into the car,” Kossmann said. “In that respect, we can show our cars to more possible buyers.”

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