As car sales slow down around the country, auto makers and their authorized dealerships need to become more creative in their marketing and sales efforts.
One online entreprenuer hoping to capitalize on the Big Three’s push is Driveitaway.com, which focuses on dealer-to-consumer used car auctions. The company Wednesday expanded its network to include 28 dealerships operated by the Ford Dealer Development group.
Through the partnership, consumers from Maine to California can view Ford
cars on Driveitaway.com and then inspect, test-drive and make bids at
participating dealerships. Bids are placed from the showroom floor using
special Internet kiosks installed by Driveitaway.com.
The relationship with Ford, at present, is non-exclusive, notes Stacy Ratner, president and co-founder of Driveitaway.com. Ratner adds that, to her knowledge, “the in-dealership kiosks are unique. No one else is offering this sort of service.”
“The agreement with the Ford Dealer Development group is a win-win-win
situation,” added Darryl Draper, co-founder and CEO of Driveitaway.com. “It
increases our visibility along the East Coast, provides the dealerships an
opportunity to sell autos at the retail level before selling them at cut
rates to wholesaler auction houses, and offers consumers the chance to bid
on cars they have already seen in person.”
The first auction kiosk will be set up at Capital City Ford in Trenton,
N.J. Driveitaway.com will install online kiosks at the remaining
dealerships beginning in early 2001.
“Driveitaway.com offers our dealers an innovative means of reaching the
public while relieving inventory and creating new revenue at the same time,”
says James Latimer, business management representative, Philadelphia Region
Dealer Development.
“I am excited about the kiosks because dealers can get involved with very little
outlay and the returns can be substantial,” he added.
Driveitaway.com auctions generally run for three to seven days from the
date the car is posted. During that time, bidders are encouraged to visit
participating dealerships for an inspection or a test drive.