Jennie
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Where did you get that statistic? I think most people don't know how to do the research to buy a car.
Consumer Reports sells a huge number of their specific model car buying reports each year, at about $25. a pop. Sales of their annual car buying issue in March is a large source of their annual profits. (I've been told this by a good friend who works for the company).
Most people, especially the "younger generation" do a lot of research on the Internet. When they zero in on a particular make and model, they can (and do) receive competitive price quotes by Email from several local dealers. They specify their zip code and all the options they want.
My nephew and 4 of his buddies did a research project on this topic for an MBA class. Two of them went separately from dealer to dealer, in person, and bargained hard for a particular popular car. The other two each asked for on-line quotes. Several local dealerships responded to their inquiry by Email. They then went separately to the dealer who provided the lowest quote, and were offered the vehicle with no attempts to up-sell them, and at the Email quoted price, which was lower than what the in-person buyers were able to negotiate.
When they presented their "exciting" results in class, the other students re-acted in a ho-hum manner, basically saying that the information is "old hat"--that "everyone" knows how to bargain hunt on the Internet.