The talk these days is all about “transparency”.  Since consumers are doing tremendous amounts of research BEFORE visiting a dealership, since they are so well-informed, since they know what they want, dealers need to be transparent about everything.  One cannot argue with the data.  According to studies by R.L.Polk/AutoTrader and Google/Shopper Sciences:

• The average car shopper starts the process online, spends
• 19 hours doing research, and
• References 18…