GREAT Information from AutoTrader.com

1. 1
Source: AutoTrader.com Digital Audience Analysis of 6,605 new car sales across 1,000 dealerships,
December 15, 2012 – August 15, 2013
2
Source: AutoTrader.com Core Site Data Q3, 2013 defined by monthly site activity & inventory data
for listings with 1 or more VDPs
3
Source: AutoTrader.com & Morpace Car Shopper Study, October 2013
4
Source: Laws in certain states prohibit advertising prices below MSRP. Dealers should always consult
with their legal advisor to ensure they are in compliance with their state’s advertising laws.
RIGHT CAR + RIGHT PRICE + MERCHANDISING TO THE MAX =
INFLUENCE & PREFERENCE
INVENTORY
Keep a pulse on high-demand inventory and stock accordingly.
The right inventory mix can keep you in the game.IMPLICATION
Listings with custom photos vs. a stock photo
get 155% more VDPs2
Listings with custom photos vs. no photo
get 239% more VDPs2
VS
239%
VDP’s
155%
VDP’s
Pricing BELOW MSRP with custom photos
gets 186% more VDPs than listings at or
above MSRP with stock photos2
+
MSRP
186%
VDP’s
MERCHANDISING
IMPLICATION Pricing BELOW MSRP is more effective in attracting car
buyers when coupled with strong merchandising.
PRICING
MISPERCEPTION PRICING TRANSPARENCY ERODES VALUE AND GROSS
Listings BELOW MSRP get
34% more VDP views2
Dealers listed below MSRP got
20% more buyers than dealers
listed at MSRP1
52% of shoppers will travel 30+ miles
to buy a car listed 10% below MSRP3
76% of new car buyers paid more
than the prices they shopped online1
76%
52% miles
30+
34%
20%
IMPLICATION Pricing below MSRP attracts valuable buyers4
NEW CAR
VS
NO PHOTO
58% of car buyers purchased a different make than
what they looked at online1
58% =
68% of car buyers purchased a different model than
what they looked at online1
68% =