Their site allows users to build the car they want online. They imagine driving that car. Then with a single click, they search the dealer inventory and find that car. They want that car. The principle is the same everywhere, in every industry.
Desire drives sales.
Your job, our job is to create a site that creates desire. Then we will get together ourselves and answer a question or two. That's where we start. It's an approach that obviously costs more. It also returns more.