March 29, 2008:
Autotrader is the new INTERNET HITLER of the dealerworld.
Autotrader is strong arming dealers into massive price increases with no additional perks, just promises - it’s a secret - “They can’t tell you now” - but they say “It will be good”.
$4500 per month is the current price for the Early Model Premium Dealership Program. The elite, best program.
Autotrader wants to raise it to $7,060 per month - even if you have a signed yearly contract with them.
They say they can and will find a clause in their contract that lets them do whatever the hell they want to do.
I think they are going to implode just like the original Internet Hitler: Autobytel - once powerful, now practically nonexistent.
Cars.com, on the other hand, only charges about $2,400. A much better value and we get the same amount of leads, calls, clicks, maps,etc.
Why the big difference?
To me = No Difference.
Maybe Cars.com is even better.
I believe the economy is in tough shape. ComScore just released data yesterday stating that Google’s pay per click ads are down sharply - that means less clicks on the biggest search engine - which means less shoppers online.
Autotrader may be in trouble - they may have over committed on their ad budget - and now need more money from their dealer network to sustain themselves.
My suggestion:
Cancel your expensive Autotrader monthly bill.
Save half the money in the bank and possibly use the other half on different advertising.
