Zero Moment Of Truth. Google have a fantastic study on how we buy things nowadays. Instead of the moment of truth where we saw stuff on TV or in the papers then bumped into the product in the shops and bought it to ‘try’. With the advent of the Internet we
see something on TV, go online and research it in detail, hence the zero bit, we check it out prior to seeing it in the flesh first. This way you know the value in a trade for your old car, the best price for the replacement, the best spec and everything else. Fully armed you visit the showroom, tell the sales rep which car, what spec and how much you are willing to pay !.
Thats how I have approached buying an Electric Vehicle using ZMOT…more to follow