Toyota Motor’s Scion division wants consumers to buy an $16,000 car online -- almost like they buy a blender.
To do this, you better give consumers some big "confidence" when it comes
to a brand's online marketing activities, says Owen Peacock, national marketing and communications manager for Scion, in speaking at OMMA Global.
The ultimate goal is to sell consumers
line through a dealer network. Still, this is only the start says Peacock: People may still want to do a test drive. Utlimately, he says, consumers in the future may only spend an hour at the
dealer – taking delivery of the car.