The modern car shopper has an unprecedented number of options when it comes to purchasing a vehicle. The internet stands out as the most comprehensive source of up-to-date information. Traditionally, buyers would visit dealerships with limited knowledge, relying on test drives and salesperson expertise to negotiate a deal. This often resulted in the dealership leveraging their position to the buyer’s disadvantage.
Today, the internet empowers car shoppers with tools to research, compare prices, and even experience virtual test drives. Resources like Kelley Blue Book (KBB.com) and Edmunds (Edmunds.com) provide readily accessible information via email or phone.
SanDiegoCarDeals.com, managed by the internet/fleet department of Kearny Mesa Toyota in San Diego, exemplifies a buyer-focused online platform. This site features a complete virtual inventory of new Toyota and Scion models, along with detailed listings of pre-owned vehicles. Uniquely, they display both retail and invoice prices, enabling buyers to confidently “name their price” based on their prior research.
Kearny Mesa Toyota’s commitment to providing extensive information reflects a shift in the car business. Melissa Amick, Internet/Fleet Director at the dealership, explains, “We’ve discovered that buyers appreciate being treated with respect and intelligence. They conduct thorough research and value straightforward, honest answers from our Internet specialists.”
Kearny Mesa Toyota further enhances the online buying experience by training and authorizing their entire internet department to provide price quotes over the phone without managerial approval.