I've always believed that Contact page views are valuable information. There is always some issues there, but I track it based on:
1. Has the visitor visited another page?
2. Did the visitor "exit" after viewing the contact page?
3. Did they interact with the map or directions at all?
Based on running these numbers, I can get lists that show:
1. Visitors who came directly from Search Engine to Contact page and then left - website didn't sell them, they simply wanted the contact information. Is my Google Places result not working properly for their search terms?
2. Visitors who came to the site, viewing a page containing "inventory" in the URL and then visited the contact page and left the website. "Safe" to assume they called the dealership or visited the dealership, but also very possible that the location was not a good location for them and it's too far for them to come see the vehicle.
3. Visitors who specifically looked for directions to the location - they had already seen the map, so they aren't local enough to know the dealership's location, so they requested specific directions.
And you can go on and on and take it even further from there. A simple number of visitors is not sufficient without looking at their IP location, any geo-data you have on them, etc.
I also recommend trying things like adding a small map to the inventory pages that says "Click to See Location" or some variety.
When clicked, this should fire off a Google Analytics Goal that lets you track these on used and new separately. Gives good data in my opinion and can be added to the data above to try and get a better picture of how those visitors are traversing your site and whether or not they are customers or just passing by.
