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New approach
One Sonic-One Experience
The particulars:• One-price selling
• IPad-enabled transactions
• A single associate handling a customer from beginning to end
• Completion of a vehicle purchase in 45 minutes or less
The price tag: $250 million so far, another $100 million planned, on technology alone
The prospective payoff: A sales experience so customer-friendly that shoppers will choose Sonic over rivals
After more than five years of internal work and external carping, Sonic Automotive Inc. will roll out a bet-the-farm change in how it sells cars late this month at a Toyota store in Charlotte, N.C.
