Will Digital Auto Retailing’s Current Popularity Wane? “Each customer is unique, and chooses their own path to buy a car,” says Steve Wittman of car dealership chain Sonic Automotive.
TrueCar.com CEO Michael Darrow hopes auto retailing “doesn’t fall back on the adage that cars are too complicated to sell online.”
That was a common claim when the Internet was picking up steam in the retail space.
However, Darrow
(pictured below, left) and others in the car business are pretty sure digital auto retailing is here to stay and won’t fade in consumer popularity.
It particularly gained traction last year during the COVID-19 pandemic when many virus-conscious consumers opted to car shop online at home, rather than in person at a dealership.
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