s, such as the recent controversy
over SUV's.. External trends include a desire for more technology within a
vehicle, such as DVD players, full stereo systems, and voice activated
navigational systems. Another external trend includes Bluetooth, a short-
range wireless technology, and other communication and technological
"toys". The constant desire for improved safety performance and more power
are also considered external trends (Job, 2004).
With this vast sea of consumers, it is no wonder that the automotive
industry is constantly seeking to expand its advertising to reach more
clients. According to research done by the National Automobile Dealers
Association (NADA), the number of dealerships with web sites increased to
92 percent in 2003, up almost 20 percent from 1999. Of those websites, 99
percent are interactive, allowing the consumer to view automobiles and
prices, fill out financing forms, and schedule sales appointments. Many
also provide on-line ordering, and links to insurance and other auto sites.
NADA also found that of the 8 percent of new car dealers without websites,
over half planned to have an Internet within six months (NADA, 2003).
Consumers expect a lot from these companies' websites, but still are
not comfortable purchasing a car online without human interaction.
Research by Kenneth Hollander Associates found that consumers use the
Internet early in the car buying process to gain information, but still
want to deal face-to-face when buying. The research, a survey of 1459
Internet consumers nationwide, also found that 8 out of 10 consumers liked
the idea of online services referring them to a dealer. Only 14 percent,
however, liked the idea of purchasing directly on the Internet without
dealer contact. While 41 percent of consumers used the Internet when
shopping for their last vehicle, 76 percent still felt the need to go to a
Knowing...