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So, is there any chance of a substantial shift occurring in the industry? Or will the sales process remain relatively unchanged, thereby locking out online selling?
In fact, there is good reason to expect change—although not perhaps in eMarketer’s forecast period of four years. Industry officials expect that, within the next decade, manufacturers and dealers ultimately will embrace ecommerce in order to cater to younger buyers and to protect market share.
A growing portion of consumers in the US and abroad say they would consider buying new vehicles online, with 35% of US new-vehicle buyers last year reporting they would be likely or very likely to buy a car online, up from 21% in 2009, according to Capgemini survey data. The worldwide figure overall was even higher at 42%. It is worth noting, too, how open to online selling consumers are in major emerging markets such as Brazil, China and India. Shifts in big foreign markets could force change domestically.
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