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RE: "P.S. I see his conclusion coming as clear as day. He is going to be another shopper that will tire from the fragmented shopping UX and abandon the internet and go to the dealer to fill in the gaps. I see this behavior everywhere I look. It’s why internet shoppers don’t want Digital Retailing …yet"I also see his behaviour everywhere I look. I also expect your brother is in the top tier credit wise and doesn't have negative trade equity, and STILL he can't do what he wants online. Why should we want consumers to do be able to do everything online? Let's face it, while our industry touts "transparency," we have taken great pains to cultivate the perception of transparency over actual transparency. Do we think consumers buy it? Obviously not. In fact, it contributes to consumer skepticism. Even pretending not to negotiate is a strategy of negotiation. Our mission is to make gross profit so we can pay our people enough to retain them while paying overhead and leaving something left over for the dealer. Our mission is not to give consumers everything they want. Part of the industry strategy began when auto OEMs figured out that rebates sold cars. Lenders regarded rebates as real cash down. Then trunk money got to become more pervasive so the OEMs shortened dealer markup as dealer gross profit now came from back of invoice money. The costs of this strategy came as OEMs increased invoice price to the dealer. Yes, all of this has been built in over time. It used to be that dealers paid of less at the bank when they sold a car than they collected. No more. Would consumers call this strategy "transparent?"We currently provide so much information online that its like drinking from a fire hose for consumers. Even our own staff have difficulty understanding the "stair steps" and what's "stackable" and what's not. I am also anxious to see how your brother's journey turns out. I expect the deal will go to whomever slows him down long enough to create a relationship of trust. Hasn't this always been the challenge?
RE: "P.S. I see his conclusion coming as clear as day. He is going to be another shopper that will tire from the fragmented shopping UX and abandon the internet and go to the dealer to fill in the gaps. I see this behavior everywhere I look. It’s why internet shoppers don’t want Digital Retailing …yet"
I also see his behaviour everywhere I look. I also expect your brother is in the top tier credit wise and doesn't have negative trade equity, and STILL he can't do what he wants online. Why should we want consumers to do be able to do everything online? Let's face it, while our industry touts "transparency," we have taken great pains to cultivate the perception of transparency over actual transparency. Do we think consumers buy it? Obviously not. In fact, it contributes to consumer skepticism. Even pretending not to negotiate is a strategy of negotiation. Our mission is to make gross profit so we can pay our people enough to retain them while paying overhead and leaving something left over for the dealer. Our mission is not to give consumers everything they want.
Part of the industry strategy began when auto OEMs figured out that rebates sold cars. Lenders regarded rebates as real cash down. Then trunk money got to become more pervasive so the OEMs shortened dealer markup as dealer gross profit now came from back of invoice money. The costs of this strategy came as OEMs increased invoice price to the dealer. Yes, all of this has been built in over time. It used to be that dealers paid of less at the bank when they sold a car than they collected. No more. Would consumers call this strategy "transparent?"
We currently provide so much information online that its like drinking from a fire hose for consumers. Even our own staff have difficulty understanding the "stair steps" and what's "stackable" and what's not.
I am also anxious to see how your brother's journey turns out. I expect the deal will go to whomever slows him down long enough to create a relationship of trust. Hasn't this always been the challenge?
