That is assuming we know every customer well enough to provide something more useful than the standard site (providing something less useful wouldn't make any sense).
I'll say that is assuming a lot because every time I go shopping for a car with my wife, brother, friend, I'm amazed about the cars I think they will like and the cars they actually buy (and I know these people).
We are getting excited about what Amazon does, but amazon sells books. You can get a lot of info about a person if what it does is sopping for books. For example I use Goodreads (Amazon owns it) and I have bought, read, and logger over 100 books about WWII. In this case I can say amazon can predict that things I would like to see when i visit their site.
Applying that to the car buying process... no so easy. Furthermore try to apply that to the used car buying process... Sometimes not every technology makes sense for every business.
I often think about the website possibilities and lately quite a bit about behavioral targeting and think that so far still a fancy key word to trigger dealers in buying-vendor-product mode. The ones doing the behavioral morphing are the vendors, not via a changing website, but via a changing message that sounds confusing yet attractive enough.
