Auto dealers and manufacturers use the Web to drive customer relationships
THE VALUE OF A CAR may start depreciating the minute an owner drives it off the lot, but the value of the car owner to the automotive dealer is just beginning.
Recent automotive industry calculations show the lifetime value of vehicle purchases, maintenance and repairs for one customer can amount to $360,000 in business for a dealer, says Mike Martinez, vice president of marketing at Cobalt Group Inc., an online marketing services agency. This makes it imperative for dealerships to communicate with buyers long after the sale to maintain not only the vehicle but the relationship
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