Thanks to technology, today’s car buyers are more equipped than ever before with information about the cars they want to buy and where they want to buy them. Before the Internet, gathering information about vehicles for sale was often much harder to do. People had to visit a car show or physically visit a dealership to gain information on cars. Now, beyond traditional marketing and advertising methods, consumers can check a number of digital channels, including the dealer’s website and the OEM’s website, product and company review sites, forums, blogs, social media websites, and more – all in an instant and prior to even stepping foot into the dealership. Not only does this give consumers more knowledge, but it also gives them more power.