It wasn't long ago that the Internet was brand new. In fact, just a few years back many of us didn't know how to log on to much of anything. In the past few years, however, things have changed dramatically. Automakers have changed with the times and now are utilizing the Internet to better market themselves to consumers.

This past summer, several manufacturers tipped their cap regarding the future of automobile promotions and sales. Remember the two new colors for the New Beetle that Volkswagen unveiled at the end of spring? The only way drivers could get their hands on one of the new colors was by going to the Volkswagen Web site and buying online. This enabled Volkswagen to concentrate their selling message to serious buyers -- an advantage and convenience every car manufacturer wishes for.

Toyota utilized the Internet also a few months ago when they introduced the Prius. The new hybrid car was marketed online to attract Web-savvy people who wanted to make an intelligent choice. Americans loved the campaign, and Toyota had sold 1,800 cars over the Web before the Prius ever arrived in showrooms. Results like this have prompted other automakers to use the Web to market new cars and ideas.

Volvo recently announced that its new S60 sedan would be launched over the Internet rather than on TV, to avoid high advertising costs during election months. Volvo struck a deal with America Online Inc. and will buy banner ads throughout AOL, offering their subscribers free options valued at up to $2,100 on the S60. The results won't be in on this one for a few months, but all indications point to success.

As more and more people become accustomed to the Internet, marketing opportunities will begin to open up that never existed. By marketing their products at serious buyers instead of the masses, companies increase their selling chances immensely. This past summer has shown that, by using the Internet, car manufacturers can avoid high-cost advertising and still sell a lot of cars -- a trend we're sure to see a lot more of.