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Larger auto dealerships such as Burritt Motors in Oswego becoming staple in industry By Lou Sorendo The common stereotypes of the hard-selling, slick-talking car salesperson are quickly diminishing in the midst of an industry that is featuring internet shopping and transparent pricing. Retailing is rapidly changing for many car dealers and their bottom lines, according to McKinsey & Company, a management consulting firm with a global presence. Its website claims two forces are limiting dealer profits. First, automakers continue to boost incentive pressure as they face growing price competition and as a result, squeeze the margins of their dealer networks. Second, third party digital channels for research and digital-vehicle purchases are increasing vehicle pricing transparency and enabling consumers to make product comparisons easier. In light of these factors, Richard A. Burritt, president of R.M. Burritt Motors Inc. and Burritt Chrysler Dodge Jeep Ram in Oswego, is on a mission to create a new, exciting and different experience. Burritt Motors is constructing a $10 million Chrysler Dodge Jeep Ram dealership, with a stand-alone showroom for Jeep; a stand-alone collision and accessories center that will be five times the capacity than what is featured today; a touchless car wash; a detail center;