That's not all. Instead of just looking at magazines and newspaper ads and starting the process, the web makes it possible for interest to be piqued on a visit to a financial institution or insurance web site. Banks are using that to their advantage. They're soliciting auto loans and providing lots of help in the buying process. They often provide loan calculators and links to information sites like Kelley and to auto buying sites.
Some consumers go right to the auto buying sites.
Other informed consumers are showing up at dealerships, to the great consternation of some auto salespeople. The one with the gold still makes the rules. Despite a lot of talk about the democratization of the process, the 600 pound gorillas in any supply chain tend to be the ones who get to make the choices. They set policies and priorities. The amount of information, options and entry points to the buying process will only continue to increase.