Latest HOT Discussion in the Forum
Dale Pollak takes on Google (representative)
Yago, one of our most active DealerRefresh community members recorded a session using his iPhone at DSMC. The session is with Michael Rose at Google.
Michael explained the new Google cars program, which I’m sure is a great concern to Autotrader. Dale Pollak, Chip Perry, and 2 other of the Autotrader top management were in attendance.
Dale raised his hand for the last question of the day…
From Yago’s post in the forum:
Michael was talking about their strategy of bringing a better communication system for the consumer to improve their willingness to give up their contact information (proxy contact), as well as, market transparency by providing the consumer with market data, such as average sale price and so forth. It is interesting to note that KBB is already providing market sales data to the consumer.
When Dale grabbed the microphone he said he didn’t have a question for Michael, but for the audience. He asked how they felt of this new “race to the bottom” especially in regards to other recent events (2012 TrueCar strategy). Michael defended his position by explaining that they will post average market data, not lowest selling data. Please watch the rest of the story.
This video is interesting because it sets the stage for perhaps what could be one of the major most meaningful changes in the digital automotive arena as Google takes center stage in long tail and make/geo searches.
- Is this the beginning of the end for 3rd party website leads?
- Does Google have this right; customers are better served by finding your cars straight in Google instead of paying Autotrader to pay Google to show your cars (cutting a middle man = cheaper leads)?
- Are people not sending enough leads because of a fear of unlimited solicitation and will Google’s proxy approach get us more volume of leads?