Why is the car buying experience so awful? Year after year, customers have made it clear that they hate it. They hate the time it wastes. They hate having to negotiate and being left wondering if they got played for a sucker. And yet, that's the way most dealers still insist on playing it. Like every other industry though, the car selling business is about to undergo radical transformation. Not only will self-driving cars and car-sharing apps change the perceived need to own a car, but companies such as Hyundai Canada are experimenting with a direct-to-consumer car sales model that takes away the pain of today's usual car buying process. In today's Frank Reactions Podcast on Customer Experience interview, Tema Frank talks with Don Romano, CEO of Hyundai Canada.