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DealerRater Offers PrivateBuy in Association with CarWoo!



DealerRater® Launches PrivateBuy™ in Association with CarWoo!

Waltham, Mass. – DealerRater®, the nation's premier car dealer review website, today announced the launch of DealerRater PrivateBuy™ in association with CarWoo!, the exclusive online marketplace for car buyers and sellers where buyers remain anonymous.  PrivateBuy will help DealerRater consumer members find the best market prices online while avoiding dealers that do not value quality customer service.  Car buyers visiting the DealerRater site and reviewing dealer ratings, will be presented the opportunity to use CarWoo! through DealerRater PrivateBuy.

“Purchasing a car is a complex process, said Tommy McClung, CEO of CarWoo!  “By teaming with DealerRater on PrivateBuy and including its dealer reviews into our dealer ratings and our unique car buying process, car buyers will enjoy a superb car buying experience that is predicated on total transparency and great customer service.”

Through DealerRater PrivateBuy, dealers participating in the CarWoo! MarketPlace will be notified on behalf of the consumer and will present multiple offers for the consumer to evaluate and compare, while the auto consumer remains anonymous throughout the entire negotiation process.   In addition, DealerRater’s 460,000 dealer reviews will be incorporated into the car buying experience to supplement the reviews generated by CarWoo! customers, enabling consumers to evaluate and select dealers as part of the process.

“We are thrilled to partner with CarWoo! to provide the DealerRater user base with the comprehensive tools they need for a quality, well-informed online car buying experience,” said Chip Grueter, president of DealerRater.  “Car buyers deserve a great experience when working with dealerships, and by integrating DealerRater reviews into this unique online car buying process, auto consumers can rely on PrivateBuy to find the best car deal online and determine, in advance, what dealerships are committed to quality customer service.”

About CarWoo!
CarWoo!, as seen on The Today Show, CNN Money and other leading national media outlets, is the only true online marketplace for car buyers and sellers.  In the CarWoo! marketplace buyers remain anonymous, get great market prices, save a ton of time and dealers are ensured buyers who purchase within 3.5 days 80% of the time.  It was founded in 2008 by serial entrepreneurs, Tommy McClung, Erik Landerholm and Michael Young. With early funding by Y Combinator, CarWoo! is based in Burlingame, CA and is now funded by Blumberg Capital, Comcast Interactive Capital and Interwest Partners. Find us on Facebook at Carwoo and on Twitter at twitter.com/carwoo.

vAuto introduces Provision

vAuto-300x134.jpg

VAUTO DELIVERS USED VEHICLE BREAKTHROUGHS FOR DEALERS 

(Oak Brook, IL) November 11, 2011 – vAuto announces the release today of Provision, a powerful used vehicle inventory management engine that will eliminate the pain of finding used vehicles and optimizing inventories for profitability for auto dealers.

“This is a business intelligence break-through for the automotive industry, made possible through our alliance with AutoTrader.com and Manheim,” says Dale Pollak, vAuto founder. “Provision brings game-changing insights and tools to help dealers efficiently and effectively know what vehicles to stock, what to pay and where to find them—all with a real-time, precision approach.”

The Provision engine is based on the three “W’s” of astute used vehicle management:

What cars should I stock? Provision starts with a dealership’s own strategy, using its targets for used vehicle inventory value, age, turn rates and gross profits as foundational parameters. Next, Provision applies a seven-point, market supply/demand-based diagnostic test to all available used vehicles. The diagnostic measures indexes like “Demand” and “Interest,” which distill real-time clickstream data from AutoTrader.com, an industry first.

“Dealers haven’t seen this data before, and Provision ensures it’s front and center for their vehicle sourcing and decision-making process,” Pollak says.

Provision sifts this market intelligence to find and recommend the “right” vehicles for a dealership, down to equipment and trim—even if a store lacks history with a particular make or model. The Provision report card assigns an A-F letter grade to individual vehicles to help dealers make the “pursue or pass” decision.

What should I pay? For vehicles that make the grade, Provision applies an age-old axiom: “you make your money when you acquire a unit.” With this in mind, Provision recommends a wholesale acquisition price for each potential vehicle based on:  a) where the vehicle needs to be priced to assure the maximum and most immediate Internet response; b) reconditioning/other expenses needed to retail the unit; and c) a dealer’s gross profit goal. Provision also flexes to meet individual dealer preferences, allowing them to create “what if” scenarios such as, “If I pay $X for a vehicle, what retail price should I ask to make $Y in gross and sell in Z number of days.”

“Some dealers call this ‘dialing for dollars’ and I heartily agree,” Pollak says.

Where can I get the car? Provision answers this question by going straight to the industry’s top wholesale vehicle sources. The Provision engine links with the industry’s top auction outlets and lets dealers quickly drill down to run lists and lanes for the vehicles they want—another industry first. Provision allows dealers to set up automated proxy bids and/or buy outright with the system’s “click-to-purchase” functionality. Provision will also ease “get it home” logistics, with the eventual addition of automatic transport scheduling with dealer-approved providers for maximum acquisition efficiency.

“Provision goes a long way to eliminating the ongoing pain of used vehicle sourcing and management challenges at dealerships,” Pollak says. “We’ve built a bridge between the top retail (AutoTrader.com) and wholesale marketplaces and made it easy to cross.”

Consolidation = Collaboration = Innovation

The release of Provision is the first vAuto major product launch since the company’s acquisition a year ago by AutoTrader.com.

“When we acquired vAuto just over a year ago, it was with the promise that we’d leverage the strengths of AutoTrader.com and its family of companies to benefit dealers,” says Chip Perry, AutoTrader.com CEO.

“Provision brings AutoTrader.com, Manheim and vAuto to the same table,” Perry says. “It’s a partial fulfillment of our initial promise. I say ‘partial’ because there is more innovation and dealer benefits to come.”

“We’re excited to further our commitment to dealers and other wholesale customers through Manheim’s collaboration with vAuto and AutoTrader.com on the Provision engine,” says Sandy Schwartz, Manheim president.

“It’s a perfect blend of our people and respective market intelligence, technologies and resources to create a win-win for everyone,” Schwartz says. “Provision will be a transformative force for the industry.”
For Pollak, the Provision release is particularly profound. “I put my company, people and reputation on the line with the decision to sell to AutoTrader.com,” Pollak says. “I’m excited about the synergies we’ve created and delighted that 11-11-11 will forever mark a new beginning for the automotive industry.”

About vAuto

Headquartered in the Chicago suburb of Oak Brook, IL, vAuto also maintains a research and development center in Austin, TX. vAuto’s innovative “Live Market View” technology allows dealers to manage their used-vehicle inventories based on actual supply-and-demand for their specific market. Today, more than 3,500 dealerships across the country use vAuto’s pricing, appraisal, stocking and merchandising systems. Dale Pollak, vAuto’s founder, is the author of two books featuring best practices and strategies for the used car department, Velocity: From the Front Line to the Bottom Line and Velocity 2.0: Paint, Pixels & Profitability. vAuto is a wholly owned subsidiary of AutoTrader.com. Additional information about vAuto is available at www.vauto.com.

About AutoTrader.com

Atlanta-based AutoTrader.com, created in 1997, is the Internet's ultimate automotive marketplace and consumer information website. AutoTrader.com aggregates in a single location millions of new cars, used cars and certified pre-owned cars from thousands of auto dealers and private sellers and is a leading online resource for auto dealers, individuals and manufacturers to advertise and market their vehicles to in-market shoppers. The company also provides a robust suite of software tools for dealers and manufacturers to help them manage and market their vehicle inventory and display advertising on the Internet. AutoTrader.com continues to grow key business metrics, including revenue, profitability and site traffic. Today, AutoTrader.com attracts more than 15 million unique monthly visitors who utilize the site to review descriptions, photos and videos of vehicles for sale; research and compare vehicles; review pricing and specials; and read auto-related content like buying and selling tips and editorial coverage of major auto shows and automotive trends. AutoTrader.com operates two other auto marketing brands, AutoTraderClassics.com and AutoTraderLatino.com. AutoTrader.com also owns used vehicle management software company vAuto, Kelley Blue Book (Kbb.com), HomeNet Automotive, a leading provider of online inventory management and merchandising solutions for the automotive retail industry and VinSolutions, a leading provider of end-to-end solution platforms for dealers.  AutoTrader.com is a majority-owned subsidiary of Cox Enterprises. Providence Equity Partners is a 25 percent owner of the company and Kleiner Perkins Caufield & Byers is also an investor. For more information, please visit www.autotrader.com.

About Manheim

Manheim is the world’s leading provider of vehicle remarketing services. Through its 118 worldwide wholesale operating locations, Manheim impacts every stage of a used vehicle’s life cycle, helping commercial sellers and automobile dealers maximize the full value of their vehicles. Drawing from its auction transaction volume, Manheim Consulting publishes the annual Used Car Market Report, the definitive source of data for the used car industry. Manheim Consulting offers a wide range of services including custom analytics, business optimization and macro economic analysis. Manheim is the online vehicle remarketing leader, connecting buyers and sellers to the world’s largest, most comprehensive wholesale marketplace through its extensive in-lane and online offerings. Manheim.com receives nearly 900,000 visits each week. Headquartered in Atlanta, Manheim is a subsidiary of Cox Enterprises, a leading communications, media and automotive services company. For more information, please visit www.manheim.com.

 

Media Contacts:

Lance Helgeson

vAuto

Phone: +1.708.613.5816

E-mail: [email protected]

Google Enters Into The Automotive Lead Business

Google was at 2010 NADA mining for the next Big Thing in Internet Marketing as it relates to Automotive.  I attended the Google Auto conference (via live web cast) when they discussed research they had been doing as a result.

A very interesting conversation I had with Google after 2010 NADA had them term projects Auto Buyer Consultants submitted to them upon request after speaking at NADA, - as one of Google's Biz Development Directors termed it "...social media for auto retail".

Although Google is a BIG name online, they haven't been able to get any product to rival their search success.  And, the entire Google Auto team was made up of female execs (primarily with little hands-on auto retail experience) at the time of the conference.  I found this a distinct irony, and very possibly a red flag about their understanding of the segment.

One thing about Automotive Internet Marketing I have found, is there are plenty of marketers from other segments (or, from no segment at all) who attempt to delve into the space.  Among the likes of these, very few have been as successful as the Brian Pasch's of the world at garnering a loyal following.

As a pioneer in the Internet Sales, Business Development and Auto Internet Marketing space, I shared with Google the same thing I have shared with industry pro's since 2004 at NADA - "The Future is an Amusement Park".  Auto Retail Future is a virtual space that will support virtual communities of consumers online.  Auto Retail Past was a physical space, and a sales delivery channel developed to support physical communities of consumers before the emergence of the World Wide Web.

Allow me to venture to guess that Google's bet on Automotive Marketing will falter badly unless they really invest in the hands-on experience of professionals successfully retailing autos via the web each day.  We are still dealing with the Internet as an adolescent, as far as the age of online auto retailing goes, and almost no adolescent I have ever met has all the answers.

To that point, I am very reluctant to believe Google can successfully diagnose where auto retail is going online.  It will be like Graphic Designers building a Roller Coaster.  The picture may seem perfect, but the engineering almost certainly shall prove lacking.

Finally, about two weeks after arriving back from NADA in February when I had the conversation with Google about their interest in the auto retail segment, I reneged when asked form more information about my Virtual Dealership model "implementation plans and revenue models".  They sent me an NDA right away.  Google can't steal the knowledge necessary to understand the intricacies of "the handshake" necessary to power this industry.

"Auto Retail Future is an Amusement Park", and it will feature a deliberate movement from 'on the parkway' to 'on the Internet' in the entire scheme of things.  But, it will also surface as much more experiential point of sale on the local level.  That being said, I would tend to agree that Facebook is much more positioned for a significant run at successfully leveraging the shift.

Google Enters Into The Automotive Lead Business

Jeff
I did write about in after NADA in February this year but never saw another more come up of the program until this week with Automotive News.  I tried a few searches in Southern California  and couldn't trigger the ads, so if you can get a search phrase to work, that would be great, and send me a screenshot.

Google Enters Into The Automotive Lead Business

I'll see if I can dig up a screenshot, but it was enacted for select keywords and keyword phrases.  It was rolled out on a very small scale "to test the waters" similar to used/new car images in product-feed-based PPC ads were for a blink, (Standard for small retail items like cameras, etc...) however autos were later dis-allowed.  But I know of a few dealers who were privy to this at Lexus and there was some uneasiness.  Plus, didn't you post something similar to this back in Feb? Specifically referencing a 2010 Automotive News Story http://bit.ly/tiAMbt  
The bigger story is Facebook's new push into autos and the platform they are going to be rolling out for automotive retailers.

Google Enters Into The Automotive Lead Business

Joe, you are never on vacation!   JQ, they are definitely going to step on some toes here.  Will the OEM's move to this model?

I would like to know what the 3rd party lead collectors are thinking because it is directly competing with some of the largest PPC spenders in automotive, like and Edmunds.   What about Tier 2 Ad Agencies?

Dealers who participate in these new ads may be doubling up their PPC spending for certain keywords.  I need to better understand how this will and what keywords kick this ad in.
For example, running Adwords and Adwords Express at the same time, which I recommend, needs a strategy.  Keywords that kick-off Adwords Express ads like dealer name and brand, should be eliminated from Adwords.  This of course is based on the believe that advertising your ratings is a stronger ad than a normal Adwords ad.   So in the same way, you will have to see how strong of a lead generator these ads will be.Will consumers shopping for a car have the same desire to fill-out these leads forms as those shopping for a mortgage?  

Joe, what say you...

Google Enters Into The Automotive Lead Business

Brian -- do you foresee that dealers now either directly engaged in PPC or engaged through a vendor will be competing against Google in the current space?   Or will this be more of it's own classified venture, ala Cars.com and AT, with Google's auction-based PPC model contained within the new program?

Google Enters Into The Automotive Lead Business

Google is starting to look like one of those companies that isn't quite sure what business they're in. They run the network and have, step by step, become less agnostic and begun to compete with their own customers - the Advertisers like TrueCar/Edmunds/AutoTrader and the like. I'm very keen to see what reaction the industry will have to this step.

Google Enters Into The Automotive Lead Business

In February 2010 Google made a presentation to a select group of industry leaders about their foray into automotive lead generation. I was not in attendance but I was briefed on the program at the show. I never heard any more about the details until today's post in Automotive News.

I am sure that Google has briefed the major automotive vendors that run Adwords campaign for thousands of car dealers about this change. However the larger community needs to know about this major shift in new car lead generation strategies.

In my opinion, this is a major SHIFT for the Google Automotive team which has not gone into direct vehicle lead generation until now. I look forward to interviewing and discussing this new program with the Google Automotive Team at the 2012 Digital Marketing Strategies Conference.

Lead Generation Is Not New For Google

Google has been running lead generation campaigns for other vertical markets, like mortgages. If you look at the screen capture below, Google is running their own PPC ads to capture leads:


These ads are labeled "Comparison Ads" and these ads are competing with other PPC lead collectors. When a consumer clicks on the PPC Comparison Ad for mortgages, a landing page for lead collection is displayed:

Lead Generation For Dealers

According to the Automotive News article written by David Barkholz:

"Google will establish a Web page for vehicle shoppers. Dealers will bid, through a Google auction, to be one of about three dealers listed on the page when shoppers fill out a discounted price request for, say, a 2012 Toyota Camry with some specifications. The shoppers choose which of the listed dealers will receive the lead and provide the price..."

This will be a game changer for businesses that use PPC for lead generation. Companies like Edmunds, Autotrader, and new comers like TrueCar that all use PPC as part of their lead generation strategy for new car buyers will be impacted.

Competition for new car leads just got more interesting, and for some, maybe more expensive.

This offering will need to be examined in greater detail when this official launches this in the Bay Area. We will have more details on this new offering after we get a briefing from the automotive team at Google.

How do you see this impacting your dealership?

I cut the cord. DEATH to TV!

I disagree with your assessment that "google reviews are a joke". It is poorly implemented but only industry stooges like us know that. The average consumer sees these reviews every time the dealer shows up in a search. They have a huge impact right now.  Trip Advisor, Yelp, dealerrater, citysearch are slowly moving away from the impact zone of where NEW consumers will see them and google is influencing this. As of right now the only way that potential customer will see a DealerRater review is if dealerrater shows up in a local search for the dealers name. The reason they show up is because they have review content that the dealer helped create by handing out cards. Once dealer stops influencing customers to go there and the page gets stale and it will fade from the first page...thanks to the new algorithm.

I cut the cord. DEATH to TV!

You make a great point. I think both you and Alex are correct and it comes down to demographics.

Go look at any keyword report for a dealership and you will see that a vast amount of traffic comes from the dealership name...which means that word of mouth, traditional media and that big neon sign out on the highway are creating awareness. The question is...who are these folks. I think these people are the 30 and over crowd that hasn't unplugged cable tv and are not skipping the commercials. These are the same people that are buying cars right now. 10 years from now the mix will be different and we will have more people who have unplugged. How will we make them  aware of a dealership's brand? dealerships better look good on google maps/places because your online rating may be the only opportunity to differentiate yourself.

BTW, The reason these guys(Travelocity,Orbitz,PriceLine,Kayak, AutoTrader.com) are pushing so hard on tv is because Google clipped their wings in SEO. You have to have a brick and mortar location to compete in most local search now-a-days...which forces these guys with budgets to buy adwords. This also clears the way for Google to be a player in any online marketing business...don't be surprised if we see an auto channel and travel coming from google soon.

-Michael Sos

I cut the cord. DEATH to TV!

Great post Alex.

If marketing "is based on your deeds," and I'm not disagreeing, then customer satisfaction with delivery and service had better be a big priority. Tom mentioned the ZMOT book. By definition, the Second Moment of Truth lasts for years in durable goods industries. We are not selling candy bars that are quickly consumed and identical to the previous one purchased. Shoppers modify their opinions of the products we sell them and the service we provide them over the course of ownership. 
I spoke earlier this week on a webinar about when to spend on traditional media and when not to. Branding is simply not as important as it once was, and it's harder to do right. Satisfaction during the ownership process is more important than ever, right up to and including the trade-in value. Dealerships can talk about social media as a cool and wonderful thing without earning deep relationships. That doesn't stop at the deal-closing handshake, it starts there.

I cut the cord. DEATH to TV!

Yep - don't get Gaddafi'd :)  

But on the positive side, start thinking about how you can get your customers speaking to their friends positively about you now.  This is why I mentioned "klout" in the article.  Try to recognize who has the most clout and do something above and beyond the call of duty to make yourself remarkable (read Seth Godin's Purple Cow).

And I just found out, directly from Facebook, that the average user now has 170 friends.  They'll be updating their numbers soon.

I cut the cord. DEATH to TV!

ahhh, I see... now I think I TOTALLY get it Alex.  Let me know if I got it:

Piss off a customer and they'll instantly hit FaceBook to vent among friends.  

The avg FB user has 130 friends.  Piss off 3 customers a week, that's 20,000 negative ads per year (not including pals replying).  And these negative ads are sticky (people remember them).

Ouch.
Year or 2 later, the Dealer can't explain why his business is soft, never knows what hit him and corrects the problem by spending $$$ to replace his lost traffic.   

hmmm... never thought about this silent killer.  damn scary stuff.

I cut the cord. DEATH to TV!

"Tomorrow’s advertising will be more about public relations than what we call marketing.  It will be based on your deeds.  It will be based on your image; your brand, and it will be shaped by your customers." Hit the nail on the head Alex!

Pulling 3 words out of this quote, we can get to the heart of the issue. We tend to use ADVERTISING and MARKETING interchangeably. We need to stop doing that and stop it today. Advertising and PUBLIC RELATIONS are both subsets of Marketing, today and in the past.

When Traditional Advertising was thriving, we had full control of our message. Customers today have much more power. The internet has given the average Joe much greater ability to "screw with" our message.

When you say "It will be based on your deeds" you couldn't be more correct. Customers today will talk about what we do, and pay much less attention to what we say. And they have a much louder voice than they ever had before. Public Relations and Social Media are inherently much better suited to two-way communication than Traditional Advertising.

It's all Marketing, but it's a profoundly different Marketing Landscape than 10 years ago.

I cut the cord. DEATH to TV!

I think you're missing the point Joe.  You seem to only be focusing on consumer reviews and that's just one small segment of what I'm talking about.  It is easy to focus on those though because they're black and white; they're readily visible.  I'm talking about a whole thing that is happening outside of your vision.  Neither you nor I can see it because it is happening behind a privacy net.  

All I'm saying is that you should be aware of it.  It isn't black and white; and it isn't apparent.  That thought should make you very uncomfortable by the way.  But if you're aware that it is happening (don't Gaddafi this one) then you'll concentrate your efforts on things that help to better your public relations perception (process, branding, reputation, etc.).

I cut the cord. DEATH to TV!

Speaking of TripAdvisor.com... when the founder of TripAdvisor sold out to Expedia (or similar), what industry did the co-founder Langley Steinert go to next?

CARS.

Did he build the TripAdvisor of the auto industry? No.  He built cargurus.com  NOTE: Langley Steinert came to DealerRefresh's forums back in 2010 http://forum.dealerrefresh.com/f44/used-cars-cargurus-com-vauto-travel-industry-916-2.html#post7685 to address my post about his business.

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