Domain names

December 22, 2004

Not wanting to miss out on a piece of the Internet market, most of the auto dealerships in the US have a Web presence, in addition to some listings on sites like eBay Motors.

The number of US auto dealerships with Web sites shot up between 1997 and 2004, according to the National Automobile Dealers Association (NADA).

Only 47% of dealers had Web sites in 1997, but by 1999, a high number of dealerships (74%) had Web sites, and by 2003, nearly all of them did (93%), a percentage that went up one point to 94% for 2004. NADA finds that 68% of dealerships with a Web site have actually had an online sale.

Most dealership Web sites offer consumers the ability to view the dealer's stock (92%), while many offer MSRPs (79%) and links to manufacturer Web sites (71%). Scheduling services are also offered by about two-thirds of online dealerships.

Many dealerships also use larger automotive Web sites as a way to reach a nationwide audience and even get better prices on some used vehicles.

Sites such as eBay Motors, Automotive.com, Autobytel.com and CarsDirect.com bring in millions of vehicle-seeking visitors each month.

These Web sites are used by consumers to browse and price different car models for purchase, sometimes through the site itself, sometimes elsewhere. According to eBay Motors, a car or truck is sold on its site every 60 seconds.

Through a combination of their own Web sites and listings on collective sites, a dealerships can create a presence that not only ensures a broad reach, but also pinpoints the needs of online customers who favor a certain dealer, want to see that dealer's vehicle stock, setup appointments or even buy a car.

Source: eMarketer