FordDirect, AutoTrader.com Form Partnership to Expand Ford Dealers' Online Reach
DEARBORN, Mich- FordDirect announced on July 10 that AutoTrader.com, a leading automotive internet classified site, will power FordDirect's used vehicle search engine.
"Under this agreement, dealers participating with FordDirect will have the capability to expand their online inventory beyond new Ford cars and trucks to include all of their used cars and vehicles. Ford dealers' used inventories will also be made available on AutoTrader's site, which will dramatically expand the online reach of our dealers who participate in the new service," said Devon Cohen, CEO of FordDirect, at a press conference located at Ford World Headquarters. FordDirect is a joint venture between Ford dealers and Ford Motor Co. that began in December, 2000.
Links within AutoTrader.com's site will connect consumers to information regarding new Ford vehicles as well as participating dealers' complete used vehicle inventories. FordDirect will offer their listings to AutoTrader's five million monthly visitors who, according to AutoTrader.com CEO Chip Perry, "are performing 25 million individual car searches every month."
AutoTrader reports that, on its site, 1.5 million used cars are for sale by 40,000 dealers and 250,000 private owners making it the largest used car listing resource in America.
The partnership will create new advertising opportunities for Ford dealers. "There is going to be a whole host of targeted, in context, integrated advertising placement that FordDirect will have inside AutoTrader that will enable Ford dealers to attract prospects based upon geography, year and make of model of the vehicle they are searching for," said Perry. Consumers are required to submit their specific car needs to use AutoTrader.com. Perry expects that this will be highly valued by Ford dealers who can target advertising dollars.
The complete program is expected to be rolled out to Ford dealers in the last two weeks of July, according to Cohen. A monthly fee to participate in the internet sevice will be required but has not been determined at this time because, as stated by Cohen, FordDirect wants to ensure an adequate return on the investment for the dealers.
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