Instruction: Put yourself in the place of a consumer who is considering the purchase of a new car. What sources of information would you use to evaluate your options during ZMOT (Zero moment of truth)?

Response: Car brand websites: 

After deciding on a car category (compact SUV), I would visit the different car brand websites to understand the offering. I would start comparing the car's various attributes, like engine/battery power, mileage/range, colors, upgrade options, safety features, etc., from the website. 

YouTube reviews: 

I would watch a few car review video guides on YouTube to speed up the car-buying process and narrow down the list to a few options. 

Price estimates: 

Once I narrowed it down to a few options, I would obtain a price estimate by sourcing information from KBB.com or TrueCar.com.  

Check dealer inventory & quotes: 

With a price estimate, I would start contacting the dealers or configure to price (for Tesla). Alternatively, I would keep checking the dealer’s inventory to see if there is an overstock of a particular car color/model for which I can get a better deal.