But the pain is not always so easy to escape. Visit many online sites to research a car, and they will sell your name immediately to local dealerships which will then harass you in the old fashioned way.
Still, there are reasons to think that conditions may finally be favoring online sales. J.D. Power and Associates, a research firm, reckons that two thirds of new car customers use the internet for research, up from a quarter in 1998. Auto Nation reports that car sales originating on the internet have increased from 14% of its total in 2002 to about a quarter last year. Because price transparency is squeezing margins, argues Sid De Boer of Lithia, one of the countrys biggest car retailers, dealers are now desperate to find ways that the internet can help them. He is convinced that online sales of new cars will soar from nothing to a quarter of Lithias total within a decade.
So will all this mean the death of the salesman? Do not count on it says Mike Jackson, the boss of Auto Nation. His firm has already cut in half the time taken to buy a car, and it wants to cut it in half again by automating various bits of paperwork. But Mr. Jackson is convinced that consumers will always want to kick the tyres on their new car, before they sign on the dotted line: Well put the distasteful parts online, and leave the fun part-its like going to a candy store.
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