CHICAGO, Feb. 8, 2013 /PRNewswire/ -- Cars.com, the premier online resource for buying and selling new and used vehicles, announced today that it has launched PowerDrive, a groundbreaking new advertising product for franchise dealerships. Based in extensive consumer research, PowerDrive brings together Special Offers, deeper reputation exposure and a dealership-branded video experience designed to increase the exposure of a dealership's brand, reputation and inventory on Cars.com.
"Whether a shopper uses their mobile device to read reviews right on the dealership lot, compares vehicle features and dealerships online or watches video, the digital age offers consumers 24/7 access to information and empowers them to take control of the car-buying process," said Mitch Golub, President, Cars.com. "To align with these shifts in consumer behavior, we first changed the model for new-car advertising when we launched BaseDrive in May, empowering dealers to showcase their brand and reputation, not just their inventory. PowerDrive builds on that model and dials it up, giving dealers even more ways to elevate and influence at critical moments during a shopper's online journey."
"Given that price and the availability of incentives and rebates continue to be two of the most important attributes for new-car shoppers, it was important that PowerDrive give dealers a feature to leverage this information," said Nick Hummer, Director, New Car Strategy. "Promoting special offers, which can include OEM and dealer incentives but also things that make a dealership unique, like 'free oil changes for a year,' financing incentives or lease specials, helps tell a more complete story about why a shopper should buy from a particular store."
PowerDrive promotes a dealer's Special Offers throughout the Cars.com desktop site, mobile site and mobile apps. Offers are displayed in multiple areas throughout the site on key shopper pages, including the Dealer Profile (via a PowerDrive-exclusive tab), vehicle detail pages, inventory search results pages and videos, and only PowerDrive dealers appear when shoppers filter search results by Special Offers in the guided navigation menu. Dealers can customize and modify their dealer offers through Cars.com's customer portal, as well as approve OEM offers monthly.