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How to navigate the Internet when car shopping - March 28, 2009
Get as much quality information as you can from manufacturers, dealers and reviewers
A year ago, Google's automotive industry division conducted an interesting survey of Canadian car buyers. In it, 73 per cent of participants admitted to using the Internet while researching their car purchase within the previous 12 months.
Also, 41 per cent of the respondents said that visiting a manufacturer's website influenced their car-buying decision.
These figures are hardly surprising, given the increasing role that the Internet plays in our lives. Today's consumer is never far from an Internet connection, whether it's at home, work, or on the road.
Many new car buyers are Internet savvy and know exactly where to look for relevant information online. Car buyers under 30 are particularly adept at navigating their way around the Internet to find relevant information about vehicles.
For those who aren't as familiar with researching a vehicle online, here is some practical advice.
The first step in researching a vehicle online is to visit the manufacturer's website. There you'll get an introduction to the brand, the vehicles and the current programs available under that nameplate.
Manufacturer websites also contain useful information about purchase and lease rates, incentives, vehicle warranties, service plans, accessories, merchandise and more.
Be sure to visit Canadian-based manufacturer websites, as opposed to the U.S.-based sites. The Canadian sites will usually have a ".ca" domain extension after the URL name, instead of a ".com" extension. U.S.-based websites often feature vehicles and promotions that are not valid in Canada.
The next step in your research should be to visit dealership websites. Some dealership sites are highly polished and user-friendly, offering online viewers links to all departments, products and services, as well as contact information.
In the last 10 years, car dealership websites have progressed a long way in terms of design and functionality. But, as with all industries, some sites contain better information and are easier to navigate than others.
If you come across a dealership website that looks stale or outdated, contact the dealership for the information you're looking for.
While visiting a dealership website, browse through the various sections (new vehicles, pre-owned vehicles, service, parts, etc.).
Take notes about the vehicles you're interested in, and write down any questions you may have about the dealership or the products and services it sells.
Many new car dealerships have comprehensive listings of pre-owned vehicles, complete with multiple photos of each vehicle, full descriptions, pricing and, in some cases, with special pre-owned programs. A dealership may also post time-sensitive sales, service and parts promotions on its website, which are valid only at that particular dealership.
The next step in your online search for a car should be to visit some reputable consumer and journalistic websites. On Wheels.ca, for example, you'll find reviews, ratings and opinions on all makes and models of vehicles, which should be factored into your decision-making process.
Other sources of online information are secondary sources – blogs, chat rooms and social media networks, such as Facebook and MySpace.
Be careful with these, though. They tend to be highly subjective and opinionated and should be taken with a grain of salt.
Once you've weighed the information and have narrowed your choice of vehicles, then it's time to contact a dealership.
The method you use to contact a dealership – either online, by telephone or in person – is the subject of next week's column.
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