Evidence mounts that auto dealers finally see the merit of marketing online

A new survey from the National Automobile Dealers Association confirms that car dealers are finally beginning to use the Internet as a more effective marketing tool. For a number of reasons, including smaller technology budgets and a reluctance to embrace the web as a new sales channel, auto retailers were slow to use the Internet to market their inventories of new cars and trucks.

But now, according to new numbers from NADA, auto dealers are making up for lost time—and sales—by putting up at least a basic site and in most cases value-added tools, programs and research that convert sales leads.

NADA’s new survey of Internet utilization found that 94% of new car and light truck dealerships have web sites—up from 93% in 2003 and 74% in 1999. Of these sites, NADA says 98% are interactive, with most allowing car shoppers to view stock and MSRPs, fill out finance forms, and schedule sales and service appointments. More dealers are also providing customers with the option of ordering online and linking directly to related financial, insurance and auto sites.

“This survey confirms that the vast majority of new car dealers have adopted the Internet as an important tool to make the car-buying process more convenient for their customers,” says NADA chief economist Paul Taylor.

Dealers report their most common web site interactions with customers are responding to requests for price quotes and setting up service and sales appointments.