How cars really get bought

This article draws on a new study to explain how cars are really purchased and illustrate the flaws in the dominant funnel purchase model.

How cars really get bought

Rob EllisCOG Research

Choosing a car is a big decision for most of us, with the choice having a higher price tag than anything else except a home. The dominant model is the 'funnel' purchase process. In this article, Rob Ellis illustrates the flaws in this model and shows how cars are really purchased.

Haymarket is a leading publishing brand in the automotive sector, with famous brands in print and online such as What Car?. It recently challenged COG Research to find a new and better way of learning how cars really...

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