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Mazda To Experiment With Digital Showrooms
MAZDA TO EXPERIMENT WITH DIGITAL SHOWROOMS
Saying they want to bring some of the Internet experience into the
showroom, Mazda officials intend to launch a pilot-retailing program later
this year that could lead to "new ways of doing business." During a
background session in New York, Mazda's U.S. president, Charles Hughes,
provided only sketchy details of the project. But he noted that the
typical Mazda customer currently uses the Web to conduct five hours of
research on Mazda vehicles before entering the showroom, and then spends
another half hour "qualifying" dealer personnel to make sure they have
their facts and figures straight. Hughes suggested the new program would
bring some of the "Internet experience" into the showroom and "make
shopping more fun." Developed in a collaborative effort with six top-tier
dealers, three versions of the pilot program will begin testing in August,
and could eventually be rolled out nationwide. -Paul Eisenstein
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