Autotrader.com for sale? Not anymore - is that too bad?

[Clyde]

I read your post and agree with you. I was at ATC for a long time and met some great folks but also encountered several "snake" mid level exec's. They are by far the most disorganized company I've ever worked for, really knee jerk reactionary type of constant shuffling that was not well thought out at all. The most profitable dealerships I had relationships with while at ATC concentrated on growing their own websites as destinations just as vigorously as they did in marketing with ATC, Cars, etc. Search has grown consideably in the past several years and ATC's audience has remained flat.

 

[Stew Pedasso]

Well there's alot of chatter about ATC as a company, sales, etc... but we all have to agree they are still THE major auto shopping website for the public. Plus let's face it, all of automotive is down right now.

My opinion, ATC has to restructure their pricing and sales model for dealers more than anything.

Their current model is big money/big dealers will get the top placement, and most exposure/leads, but that's not the current online ad trend for their future growth.

ATC should take a more diverse vehicle focused exposure approach online. Offering a broad scope online ad model, and consultative sales approach which would be dependant upon individual dealership budgets. Even expanding outside of ATC services with unique online partnerships, website services vendors, SEO/SEM, and several internal marketing segments/placement campaigns, and maybe added benefits for the dealers that use their print books, or auction services (manheim) too.

I hate saying it, 'cause it's way overused, but they need to think outside their old skewl box to deliver more exposure for dealers big or small.

 

[wolfdog]

Wow, a whole lot of ATC bashing here. I'm a sales rep with ATC and I had the best year of my life. If ATC isn't a dealers best source for reaching used car shoppers , they are doing something wrong. As far as price, I was a rep for the publications for 5 years and dealers spent way more money for way less exposure.In some cases , they still do. If your rep isn't helping you get the best bang for your buck, call me , I'll get you straightened out! If you aren't a car dealer and you are commenting on here, get a life. Oh , and by the way.. I've never had a dealer cancel ATC in my territory,and I increased my business this year by 68%.And for you dealers, take advantage of the tough times right now to fine tune your business. You will be in a great position when things turn around. Hang in there.

 

[C.]

ATC is down some like the whole industry, maybe sold, maybe not ... but it wont be going anywhere anytime soon. There would simply be another site just like it immediately step in. Why would we allow that? I analyze dealer accounts there and honestly can tell you the strong are surviving well but the weak are collapsing; its a natural market correction given the proliferation and over-saturation in the dealer market from massive industry growth over the last 15 years. As new affordable, possible subsidized, green technology hits the markets it will surge.

 

[Stan Sher (blog)]

I am not one to bash much but not for nothing. Over the last few years Autotrader has really fallen in terms of customers. What got to me was that I had a meeting with my rep at my last store. I had him wait for me because I was in meeting running about 15 minutes late. He just got up and left without even calling me. When I called him he never called me back and ignored me. Meanwhile I wanted to make some important changes to market my inventory. He ignored me and we never did talk. I wanted to cancel them so bad because I got so angry but since my marketing director was in charge he would not do it. If I had the power to sign checks I would have canceled that account the same day. It is not fair to pay so much money every month and get ignored. I wish Autotrader had a CSI so I can bury them on the survey.

 

[Porsche996]

Well, and inside source at Autotrader's headquarters says they've had at least 2 rounds of internal layoffs, and are about to have another round the week before Christmas. It definitely seems as though they are streamlining their operations to boost their value. Some of the departments I was told that were affected are the IT Department, Development, Private Seller, Outside Sales, Dealer Support, and Quality. It doesn't look as though the company cares about the service it provides anymore, it just cares about how much they can get in terms of money from a new buyer. They can kiss thier J.D.Power awards goodbye. Sad times for the industry leader, and very sad times for the hundreds let go just before the holidays. I'm going to ride this out, but if things keep going the way they're going, I may have to switch to Cars.com.

 

[wolfdog]

Stan Sher, I assure you that Autotrader wouldn't be happy to hear you are getting service like that. If you contacted the Manager in that area, I'm sure you could have the problem corrected.
Porsche 996, your sources are incorrect. The company is reorganizing by trimming the fat. The fact is that they are beefing up Dealer sales and have changed their training towards better service. If you truly saw the value of internet advertising, you would already be advertising with Cars.com and cut other non-effective advertising. I am totally blown away by the negativity from the dealers on here. Dealers in my market embrace Autotrader.com. If you aren't seeing the value, sit down with your rep and ask them to help you.I guarantee you that if you don't see Autotrader as your best advertising source, YOU are doing something wrong. If you think it's too expensive, advertise on TV, Radio or the Newspaper. Now there's money well spent!!

 

[Cargurrl]

wolfdog, what kind of "service" is stan talking about? I agree with you, our dealers (meaning owners) absolutely love what we do for them because the reps are held accountable to service. We do phone training, grill outs, food drives, merchandising contests, etc. We encourage Cars.com and compete with radio, TV and newspaper. Dealers think we compete with Cars when we never have. They also don't hold us to emails. That only took 4 years!

 

[Cox Employee]

Autotrader.com will be up for sale again very soon. They were trying to sell to Internet companies but none of the potential customers want the print portion. Oh good, problem solved, they've shut down all the pubs! They are only printing Auto Trader pubs private party because AutoTrader.com manages all of that. 3500+ fantastic employees lost their job on Monday (via an email!) due to this fact and poor, poor upper management.

 

[Patron]

Another magazine will start up. I've heard rumors about it already. I heard Cox layed of 3500 employees nationwide. I wish the x-employees well, maybe they can help with the new magazine.