Saturn Pushing E-tailing Envelope. Or Not.
Saturn is planning on launching a new web-based purchasing scheme which will place even more of the buying process online. The plan is aimed at moving functions like checking dealer inventories, applying for credit and scheduling a test drive to a unified Saturn online platform. Down the road, the website could also be used to handle the evaluation of customers' trade-in vehicles and to negotiate price using online chat and e-mail. Although this last goal is particularly strange given Saturn's "No Haggle" pricing. Of course, this program is not being pitched as "the end of the Saturn dealership," although Edmunds AutoObserver notes that it came out of efforts aimed at "developing the Internet as a tool that might someday enable them to eliminate the middleman entirely." Since these efforts were thwarted by legal concerns, Saturn will just be centralizing a few online capabilities which most dealers already offer. At enormous expense.
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