How Important is a Dealer Brand in the Ever-Changing Car-Buying Environment?

Cars and houses are the two highest involvement and highest-cost purchases people make in their lives. With an average of 1.6 dealership visits, and customers who may already have decided what brand to buy before they even walk in the door, where does the dealer sit in the decision-making process?

More importantly, what can a dealer do to stay on top of their game and compete in this increasingly challenging environment? Is there a place for the dealer brand in this retail journey and do buyers really care?