Despite the potential for sales of cars online, all that car Web sites have done so far is move price confusion from the parking lot to the Net. Wait a minute, you say. Car buying is for many consumers the most dreaded, anxiety-provoking consumer experience. Most people I know would much rather buy a house than a car. Yes, houses cost 10 times as much and take 30 years to pay off instead of five, but there's only one price listed in the newspaper for a house.
Cars are another story.
That's only an example, the salesman says. So along comes the Internet, promising to revolutionize the car-buying process. And in many ways, the potential for revolution is there. However, all that car Web sites have managed to do so far is move the confusion from the corner parking lot to the Net. At least that's the conclusion of a recent study from CNW Marketing Research, which found that the car prices quoted online were often higher than the prices dealers offer people in the offline world.