Autotrader, one of the top-three U.S. vehicle listings sites, has rolled out a raft of new digital retailing tools to help dealers implement social distancing measures.
The package, called Dealer Home Services, will be offered at no extra cost with existing subscription packages and will allow dealers to advertise home vehicle delivery in their local market, offer virtual vehicle walkarounds and provide at-home test drives.
The company is promoting the package in conjunction with existing digital retail tools like Accelerate, which allows car shoppers to complete the first steps of a car purchase online before visiting a dealership to sign paperwork.
“Autotrader’s new Dealer Home Services tools aren’t a radical departure for most dealerships but rather an expediting of products, services and ways of doing business that were already on the way,” said Jessica Stafford, senior vice president and general manager of Autotrader. “This new form of communication can help consumers get needed, reliable transportation without leaving home and risking excessive in-person contact while promoting business as usual for dealers amid this unique situation.”
Owner Cox Automotive has also discounted its subscription-based retail services by 50% for the months of April and May. The discount applies to advertising on Autotrader, dealer websites by Dealer.com and other services run by the company. Competitors CarGurus and Cars.com have also offered similar discounts.
In our most recent automotive annual, we reported that Autotrader and Cars.com were nearly tied for the No. 1 U.S. auto site in terms of revenue, while CarGurus trailed in third place. However, in the fourth quarter of 2019, CarGurus’s revenue surpassed Cars’s for the first time and may have also eclipsed Autotrader. (Autotrader, as part of privately-held Cox Automotive, doesn’t release its financials.)
When it comes to web traffic, Autotrader trails behind both CarGurus and Cars.com. Autotrader had 24 million visits last month, compared to CarGuru’s 60.7 million and Cars.com’s 24.5 million views, according to SimilarWeb.