I recorded this video with my iPhone while at DSMC. I was paying attention half way when I saw Dale raise his hand after thinking for a while. Last question of the day. I called Peter Leto from Google and made him aware of Dale. I knew this had to be interesting. Michael explained the new Google cars program, which I'm sure is a great concern to Autotrader. Dale Pollak, Chip Perry, and 2 other of the Autotrader top brass were in attendance. Michael was talking about their strategy of bringing a better communication system for the consumer to improve their willingness to give up their contact information (proxy contact) as well as market transparency by providing the consumer with market data such as average sale price and so forth. It is interesting to note that KBB is already providing market sales data to the consumer. When Dale grab the microphone he said he didn't have a question for Michael but for the audience and ask how they felt of this new "race to the bottom" specially in regards to other recent events (2012 True car strategy). Michael defended his position by explaining that they will post average market data not lowest selling data. Please watch the rest of the story. This video is interesting because it sets the stage for perhaps what could be one of the major most meaningful changes in the digital automotive arean as Google takes the center stage in long tail and make/geo searches. Ask yourself: 1) Is this the begging of the end for 3rd party website leads? 2) Does Google have this right; customers are better served by finding your cars straight in Google instead of paying Autotrader to pay Google to show your cars (we are cutting a middle man --> cheaper leads)? 3) Are people not sending enough leads because of fear of unlimited solicitation, will Google's proxy approach get us more volume of leads? PGI 1 - YouTube Remember, you saw it first on Dealer Refresh!