Manufacturer websites play a limited role in the early stages of the car-buying process, according to a U.K. survey finding consumers favor automotive-content sites in the early stages of their research. A study by market-research company Kantar finds 63% of would-be car buyers do not go to an automaker’s website in the first 30 days of their online research, instead choosing content-led sites to consider options, prices and comparisons to determine the best deal. The study of the ...

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