With data pouring on in how customers are using mobile devices - pricing comparisons and doing research like checking reviews - combined with the growth of these devices, this is going to be a bigger and bigger factor in customer decisions over the next year and beyond.
I'll break with ya just a bit Ed and only partially agree.
IMO, mobile's screen size will prevent it from early research way up the sales funnel. Mobile's upside will come to those shoppers that are deep in the funnel and want to interact with the car they've picked, or the dealer(s) they are negotiating with (text with a rep, get directions, get a text alert when a price drops, get production updates on their unit, get rebate/promo updates, etc..)
Case in point.
Have you booked a flight or a hotel via mobile device? I'll use it for a hasty decision, but, I always feel I'm not seeing all the possibilities.
Following my best guess where this is going...
Dealer's, web vendors, classified sites should be creating new tools built specifically for mobile. Off the top of my pointy head in a hurry...
VDP: "Text you when this price drops",
VDP: "email and text you when pics of this new arrival are taken",
VDP: "Is it in stock? Use our express inventory checker - click here and get an instant text!"
VDP: "Join our First Alert Club, when a price drops, our First Alert Members get instant messaged first!"
VDP: "Email us an offer, we'll send your reply via text!",
VDP, SRP: "Text us a question"...