Car Buying Is Now Easier
January 15, 2012, By Craig J. Heimbuch 0 comments
You know that sinking feeling you get when you go to buy a car? It might be doubt, it could be pre-regret. It's just this unease. Am I making the right decision for the right reasons? Am I buying this car because I like it? Because my friends will like it? Does it really suit all my needs?
I hate that feeling. I'm a happily married man. Never thought about life any other way. But with cars, I always wonder about the other fish in the sea. I'm making a commitment of money, time and devotion. I want it to be the right one, but there's so much that goes into it.
The experts at "AutoWeek" feel my pain and they have built a tool to help.
For more than 50 years, the folks at "AutoWeek" have been the experts. They know more about cars than you do, certainly more than I do and they are constantly pushing the outer limits of their knowledge. I read "AutoWeek" for the same reason my wife reads gourmet magazines—not because I understand it, not because I can apply that insider knowledge of the new Ferrari gear box (or the perfect chocolate souffle) to my real life. But because I like feeling like understanding those things is possible. I like looking at cars I can never afford and reading opinions of experts who would lose me in just a hair less than a nano-second in a conversation over a beer. It's aspirational. Brainy, wonky, but aspirational.
And when I need help with something a little over my head, I like turning for help to people who get it. That's sort of the idea behind the launch of ShopAutoWeek.com—it's like having Jay Leno help you decide between the Toyota Corolla or the Honda Civic. He knows way more than you need to know for that decision, but also knows more than you do and can help you make that decision.
I spoke recently to Lisa O'Brien, marketing director, and Andy Stoy, digital editor, about the new site, which combines consumer-friendly shopping tools with expert practical content to make the car buying process a whole lot easier for the rest of us.
"Our publisher (at "AutoWeek") and his wife were in the market for a new car," says Stoy, "and he went looking online for help to make that decision, but he couldn't find anything that really helped. We discovered a need for a down-to-earth shopping site."
