PEOPLE who buy Ferraris typically fall into one of three categories, quipped Enzo Ferrari in his autobiography: “the sportsmen, the fifty-year olds and the exhibitionists”.
Each of these customers is quite distinct, he observed. But in one respect they’re no different to any other person looking to buy a car. Whether they drive away in a Ferrari or a Ford, nobody seems to enjoy the purchase process.
Pushy salesmen, unexpected fees and missed delivery dates all add up to an experience somewhere between miserable and unbearable. Impressions are even worse when it comes to used-car salesmen, whose reputation precedes them in all the wrong ways. If there’s one industry that millions of consumers would happily see disrupted, or at least reformed, it’s car dealerships.
This has big potential for several companies around the world whose business is advertising cars for sale: from Auto Trader in the UK, to CarGurus in the USA, to Carsales.com in Australia. At face value…