GenY buyers impacting dealer business

[mchastek]

GenY buyers are more resourceful when it comes to purchasing a new car. They're turning to the Internet, and not playing games. Conventional marketing isn't having much success with GenYers. Companies like BMW had to turn to "guerrilla advertising" for the Mini to get their attention.

I think this is making the game much more fair. The huge amount of information available on the Internet gives buyers a distinct advantage. Interestingly enough though, dealers are only focusing 2% of their marketing on the Internet.

How do you think the Internet will affect the business of a dealership in the future?

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[Paul12801]

I am not surprised. This will happen with every generation.
They are turning off conventional advertising because they are so used to it and therefore as a result do not care.

As for the internet, I don't think it will totally phase out a brick and mortar store later down the road, simply because you just aren’t selling just a car- you are selling passion, excitement, sound, feel, ect. People want to see taste touch, and you can't just do that over the internet.

That’s not to say the internet does not have its uses.