Buying a car is an emotional decision. If it weren't, there would only be one kind of car. Everybody needs a pat on the butt to say they're doing the right thing. And over 80% of people will switch to a different car at the time of purchase.
People will always buy cars from other people. This is why so few go through the full digital retailing tunnel.
I do agree that dealers prefer to negotiate more so than customers. But customers are on guard because they're so concerned about being ripped off.
