How people buy cars (Pt 2)

In this follow-up to ‘How people buy cars’ Admap, February 2003, Roderick White considers the importance of dealers, the knotty problem of perceptions of style and performance, and market segmentation.

How people buy cars (Pt 2)

Roderick WhiteWARC

Also see the first half of this article: How people buy cars (Pt 1), Roderick White, Admap, February 2004

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Although a very small proportionof cars (less than 5%, even inthe US) are bought online, and...