The internet arrived and the car market ignored it
1996 was the year the internet became a consumer product in America — Netscape was publicly traded, AOL was mailing floppy disks to every address in the country, and the browser was becoming something that ordinary people used rather than researchers. The car market had not noticed. Buying a car in 1996 required a dealer visit, a negotiation that was legally structured to favor the dealer, and a handshake that may or may not have corresponded to what had been agreed. Autobytel and Cars.com were founded in 1995 and 1997 respectively, and the disruption they caused was a decade in the making.
The cars themselves were in one of the most interesting periods of the quality convergence. American manufacturers had been closing the gap with Japanese manufacturers throughout the 1990s, driven by the example of NUMMI — the Toyota-GM joint venture in Fremont, California — and by the competitive pressure of watching their market share erode. The 1996 domestic cars were better than the 1986 domestic cars in ways that could be measured and in ways that buyers were beginning to notice. The gap was narrower. It was not closed. The Accord and the Camry remained the benchmarks, and the benchmarks were improving at a rate the domestic industry found difficult to match.
