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Contrary to StrongLLC's contention, AutoTrader.com's function is not lead generation. They don't charge by or for a lead, they don't sell leads, they don't require a visitor's name, number or email address to get vehicle info. They have no more ability to influence a visitor to call or email a dealer than a newspaper ad, TV ad or dealer-branded key fob does. The dealer can do that through desirable inventory, good merchandising practices, competitive pricing and good positioning.

The only difference is that the number of people who see an AutoTrader ad, decide to look at it more closely or decide to call or email the dealer (which clearly most shoppers don't; preferring to walk-in instead) can be quantified. Other than that, AutoTrader.com is merely advertising allowing a national audience of shoppers to see many dealers' cars in one place instead of inconveniently having to seek out individual dealer websites one-at-a-time, especially dealers they would never have heard of otherwise.