114 Business View - July 2015
Shum believes that today’s car buyers are the best in-
formed that they’ve ever been, and that that’s a good
thing. But it also means that the old way of selling cars
is obsolete, since consumers can easily access auto-
mobile prices, shop for interest rates, find out about
extra equipment and add-ons, etc., because all that
data is readily available. And so, PriceSimms dealer-
ships make everything completely transparent to the
consumer. They even provide them access to their own
data, which gives them a lot more credibility. Shum
says, “We want to remove all the barriers and the ob-
stacles to what a traditional transaction looks like. We
want it to feel, and look, and be the way it should be
today in any buying situation.”
No doubt, Price Simms will continue to innovate in
many ways. Its dealers are increasingly using mobile
platforms – iPads and tablets - as tools to respond
faster to their customers and help them find and buy
their cars more quickly. “The main complaint is that
the transaction takes too long. It’s the number one
thing they don’t like, I have to solve that, or somebody
AUTOMOTIVE
