Compare what you think is a great audio logo to one that is less effective. People who buy airline tickets from Priceline do so 3-5 times a year. Its difficult to create a brand when someone only buys a car every 3-5 years. Cars are sold, rather than bought. Buyers need to be coached to overcome their natural hesitancy to make such a large purchase.
Online inventories are most useful for scarce or unavailable vehicles.
People know that most cars are sitting at the dealer's lot already. Starbucks and their competitors have locations conveniently near offices, to serve coffee during the day. But in the evening, these same customers want something stronger. Using the same facility, Xando dims the lights, candles are lit, Mozart yields to Macy Gray and the bartender begins pouring cocktails for the happy hour set. High margin drinks have helped outlets double the revenue of coffee only locations.