Ricart Ford doesn’t want their consumers to spend their time in the showroom debating over prices for a Mustang. Instead, they want customers to buy new cars through their website, just like people buy their books or electronics through other sites. Ricart Ford has started testing out a new feature called Express Checkout for the previous 18 months. Ford will begin to add this feature to their Ford and Lincoln dealerships throughout the country.
Ricart is the only dealer in town with the capability to complete a sale online. It also uses the feature for its used-car business.Ricart also hopes to add the feature to its other brands: Hyundai, Mazda, Nissan and Kia.
Express Checkout lets shoppers find the car they want, figure out payments, line up financing, and buy the vehicle online without interacting with Ricart sales and finance employees. The online shoppers can save the transaction at any step and resume it at the dealership if they want to ask questions or test-drive the car, but almost all the paperwork can be handled at home or on a mobile phone.
“People have always talked about how long it takes to buy a car,” said Rick Ricart, whose family owns Ricart Ford. “We spent years trying to figure out how to cut the time down. This will take speed and convenience to another level.
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