Closing the Deal: GM's Marketing Dilemma and Its Franchised Dealers, 1921–41

Since the early years of the automobile industry, dealers have mediated between manufacturers and motorists. With a smile and a handshake, they stood ready to sell you a car. They promoted new features and styles; negotiated the price of a trade-in; and worked out the details of instalment financing. Local retailers thus brought to fruition a firm's marketing efforts: they closed the deal. ¹