Selling Telematics: Delivering on the Promise of Technology

There is a troubling disconnect that exists between many new-car buyers and their in-car, telematics and infotainment technology. They see it demonstrated in TV commercials and they’re immediately sold on it.

They buy the cars and even though they’re eager to use it, once someone at the dealership starts explaining the procedures to them, their eyes begin glazing over and they decide it’s too complicated. The result might be that the dealership has sold a car, but lost a customer.

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