The Impact of Technology

Chapter 1

Acura, a sub-division of the American Honda Motor Corporation, provides a good example of adding value for the customer. Acura has created a web site (http://www.acura.com) that identifies each facet of the automobile buying process and subsequently furnishes information responding to frequently asked questions. This site also includes a pricing component that provides the customer with the current suggested retail price of the automobile. The site goes further in providing details associated with Acura ownership, i.e., the membership club.

From the customers' vantage point this is a mechanism to acquire all pertinent information without visiting the dealership or having any interaction with the sales staff,ensuring their anonymity. The web site provides all technical specifications including exterior and interior options as well as detailed automobile views. Other site components include a listing of accessories, financing details (including leasing), safety aspects, and comparisons between Acura and selected competitors: Honda Accord EX, Lexus 300, Toyota Camry, etc. In a time pressured environment the web provides an additional avenue to deliver value.