As car dealers continue their efforts to embrace the internet there are select few that lead the pack. These are the market leaders who have been the first to convert. Their understanding of the internet and the opportunity it presents has instigated the kind of savvy in these car dealers that has inspired them to jump on emerging technology.

Consumer Generated Content

It is no surprised that Consumer Generated Content has been incorporated into the internet arsenal of many market leading car dealers. Market Leaders know the value of content on their websites and content generated with little or no demand on resources is particularly attractive. But this is not just any content. This is content generated by the consumer that can and will impact on a consumer’s purchasing decision.

A 2008 J.D. Power and Associates study revealed that Consumer Generated Content (CGC) has had a significant impact on consumer’s purchase of vehicles,

 

JD Powers CGC

…According to the study, nearly 70 percent of automotive Internet users (AIUs) utilize consumer-generated content while shopping for a new vehicle. In particular, vehicle ratings and reviews are the most popular form of consumer-generated content, with 63 percent of AIUs utilizing this resource. Additionally, 95 percent of AIUs who use consumer ratings and reviews say that the information is “helpful.” Dealer ratings and reviews are also popular among new-vehicle shoppers, with 38 percent of AIUs utilizing the resource, and 87 percent of those find the information “helpful.”…