He spent about eight hours over several weeks studying cars on the Internet. J.D. Power found that the average Internet shopper spends more than four hours researching and visits six automotive Web sites. La Sure liked Microsoft's CarPoint, which lists dealer invoice prices, rebates, reviews, values of used cars, information on financing and insurance, and price quotes on new and used vehicles. He had decided to buy a Chrysler Sebring from a St. Petersburg dealership, but then got an e-mail reply to a query he had made through the CarPoint site. Carroll, whose Clearwater dealership sells about 20 cars a month because of the Internet, says he comes to the office at odd hours seven days a week and answers customers' queries as fast as he can.
Consumers easily can find reviews of cars and information about rebates or special financing.
They can visit manufacturers' Web sites, many of which give them the option of clicking on a photo of the car they want, then changing its color. Potential car buyers interested in a particular make of car can type in the name of the manufacturer in a search engine and quickly find the maker's site. Car-buying services offer a wealth of information, including sticker and invoice prices, options, rebates, special financing and reviews. The information is free to the consumer. Dealers who get leads on potential buyers pay for the service.