If you’re a professional, you shouldn’t be thinking “everyone’s unique.” That’s handwaving. Have a reason for what you do. You should be thinking 99% of my user demographic is looking for a car under $90,000 and trying to make the experience the best you can for the majority.

You have lots of data you can look through to help make that decision, but generally avoid just copying the larger car sites, their experience isn’t something to aim for.

I can say with great certainty your users aren’t looking for Porsche 911 GT3s, they’re looking for F-150s, Foresters, and Camrys if they’re American.

There’s the DuPont Registry for people who care about such cars.