Digital Marketing

“The next 20 years will look very different than the last 20 years,” says Dealer.com’s general manager, Mike Rother.

Instead of the original money-back guarantee, the program now offers a “3-day worry-free exchange,” meaning participating dealers will swap out a vehicle, not refund the purchase.

In the age of big data, it’s still quality over quantity, says Mark Ortiz, an American Honda marketing manager.

More dealers embrace or at least warm up to digital retailing, but holdouts remain.

Clicks don’t buy cars. Website visits don’t buy cars. People buy cars.

In a Q&A with WardsAuto, Bill Wittenmyer of ELEAD1ONE discusses how far he thinks online car buying will go; talks about the irony of customers supposedly disdaining price negotiating; and polishes his crystal ball for a few predictions on car...