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Then we will agree to disagree, I guess.  I do see Autotrader as a (great) tool that is very high up in the process.  I think that if a customer doesn't see you here though, then they will see you somewhere else. Provided you have a good marketing plan that is.  But to spend $4k and up per store just doesn't make sense to me.  Especially when you are just surrounded by other dealers doing the same thing.