I'm, for the most part, going to defer to Joe on this topic. Yes, we manage our own website... No, we wouldn't change a thing about that; however, it is not something I would recommend - there are just too many good automotive website providers out there. Let's take SEO out of the equation - and it's not dead (sorry Joe), but that's a whole separate topic...
The main challenge with doing this yourself is the inventory. As Kershner stated to me the other day, iFrame is SO 1999... Are there alternatives to iFrame? Sure, but "they ain't easy." Joe is right that doing it yourself will involve 100's and even 1000's of hours of research before you even factor in the programming time. You can throw up a wordpress site and call it good, but the bottom line is that you need a site that converts.
My site, suzukiofwichita.com converts, but it converts because my in-store experience matches my virtual experience. Simply putting up a good website will not take the place of having an amazing customer experience once the prospect hits your lot.
I struggle daily with the iFrame and coming up with better solutions. The time-suck that managing your own site presents is truly otherworldly. It just isn't for the faint of heart and can and probably will cause you more problems/challenges than it's worth.
Now for the pros - having your own site (done well) will completely differentiate you from all of your other competitors. This alone is reason enough to try it in my opinion. I realize I'm talking out of both sides of my mouth, but you have to understand both sides in order to make a decision that's right for you. I employ one full time developer at $5000 a month and spend countless $1000's on outsourcing and freelancing work that he is unable to do himself. To me, it's a good deal... To many GM's and DP's - they would think I am absolutely nuts.
I'm happy to spend some time on the phone talking about the pros and cons with you. You know where to find me...
Anyway... my two cents (even if they make little to no sense)...
