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Car Dealers Risk Losing Customers If They Fail to Post Prices Online: Friedman-Swift/Cobalt Group Study

October 17, 2000

Availability of pricing information continues to be the single most important item online car shoppers want from car dealers' Websites, according to new research just released by Friedman-Swift Associates, a Cincinnati-based market research firm, and The Cobalt Group, a provider of e-business products and services to the automotive market.

"About 83 percent of car shoppers said prices of new and used vehicles were the most important items a car dealer's Website should display," said Judy George, senior vice president of Friedman-Swift. "Almost 70 percent wanted to see comparisons between MSRP and dealer invoice prices as well."

Consumers' desire to have auto dealers post prices on their Websites is so strong that 85 percent of shoppers indicated they would shop somewhere else if they didn't find prices listed on a dealership Website, George noted.

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