With the advent of e-commerce, retailing has changed in the way we buy almost everything, even our cars.
Many people research major and even minor purchases on their home computers and make comparisons between different brands, before deciding to buy.
Generally, they have a preference in mind when they begin the research and are mostly attempting to reaffirm their thinking.
This is especially true with cars and the manufacturers websites give them the ability to specify and “build” their desired vehicle - with the hope that it will lead them to request a brochure - requiring them to give their contact information and to visit a dealership, arrange a test drive - and hopefully buy the vehicle.
However, there is a long way between the home computer and the showroom floor.