In those bad old days before the Internet, car buyers were pretty much at the mercy of auto dealers.
Oh sure, you could negotiate, but they always had the upper hand. Why? Because you never knew what a realistic price for a new car, a used car or your trade-in might be. Although there were some print resources, they were hard to find–and usually kept in the dealer’s drawer.
Today, the Internet makes us all potential power buyers. Saturn of Fort Myers actually acknowledges this new buyer behavior in a television advertisement. Although, as we shall see, they may still have the upper hand.
Oh sure, you could negotiate, but they always had the upper hand. Why? Because you never knew what a realistic price for a new car, a used car or your trade-in might be. Although there were some print resources, they were hard to find–and usually kept in the dealer’s drawer.
Today, the Internet makes us all potential power buyers. Saturn of Fort Myers actually acknowledges this new buyer behavior in a television advertisement. Although, as we shall see, they may still have the upper hand.
