You may have seen some comments from me on the message boards, but for anyone interested in who I am (Nick Hummer) and why I wrote this (short answer: because Jeff asked).
I’m currently the Director of Advertising Solutions at Cars.com, working on my 9th year in the company. Assuming Jeff invites me back, you can expect to hear from me on a regular basis about what we’re seeing in terms of car shopping activity on Cars.com, how dealers can get more value out of their investments in our products, and the number one thing Jeff asked me to cover: ways you can help make Cars.com better.
This week, Cars.com is launching the new-car features we’ve been hinting at for a few months now. If you’re asking yourself why that is, I can provide all sorts of answers, ranging from the rebounding of new vehicle sales to growing new-car shopping activity online and addressing the opportunity that presents us as a third-party automotive shopping site, particularly given the opportunity to take advantage of high shopper perception of Cars.com as a new-car site (we also desperately need a distraction from D-Rose’s injury here in Chicago).
Far more important is this: consumers who are considering purchasing a new vehicle want different tools than those available for used-car shopping. Yes, a car is a car is a car, but dealers know better than anyone that people shopping for a new vehicle have different needs and in many cases demonstrate different shopping behavior than people shopping pre-owned.