Article

Dealer Review Venues to Expand

October 2013, Auto Dealer Today - Feature

by Stephanie Forshee

In the coming months, car dealers will be gaining even more exposure for their consumer reviews. Kelley Blue Book (KBB) and AutoTrader.com are both in the process of creating separate platforms that will pull dealer reviews from popular automotive review sites.

Kelley Blue Book intends to nationally launch a “Dealer Ratings” tab in the fourth quarter of this year. The company is testing a hyperlink on dealer pages that will direct visitors to each store’s DealerRater.com review page. In the national deployment, the links will extend to the review site of the dealer’s choice.

“We want dealers to be able to put their best foot forward and not have to manage another platform that we develop, and we know it’s incredibly important to consumers as they think about making a purchase decision,” says Jared Rowe, president of Kelley Blue Book.

Wheels in Motion

Rowe says the company’s research over the past 18 months shows customers “wanted to better understand how other consumers thought about the dealers that they were interested in forming a relationship with.” DealerRater was chosen as the temporary landing spot for KBB’s links because of the sheer volume of dealers connected to the site, KBB officials say.

DealerRater COO Jamie Oldershaw says KBB’s decision to offer an outlet that prominently features a place to view testimonials will ultimately work to the benefit of consumers. “Car dealer reviews are an increasingly critical influencer of consumer vehicle purchasing behavior and a core competency of DealerRater,” he says. “We look forward to continuing to work with KBB as a preferred partner to further support the national rollout.”

Also in the works is a new version of dealer reviews from AutoTrader.com; however, officials aren’t divulging details. “We currently have a solution where dealers can link to the dealer review site of their choice,” says a company spokesperson. “We do have plans for an enhanced dealer rating solution, but at this point don’t have any additional information to share as we are still working through the plans.

“We believe that dealer ratings are a valuable part of the consumer shopping process and a great tool for dealers to manage their reputation.”

Your Comment

Please note that comments may be moderated. 
Leave this field empty:
Your Name:  
Your Email:  

Blog

On-the-Point

Jim Ziegler
Stupid Is as Stupid Does

By Jim Ziegler
The Alpha Dawg charts the brief rise and long fall of Johan de Nysschen, the recently departed president of Cadillac and author of the business plan that effectively crowned Lincoln as the new king of American luxury.

They Finally Killed Somebody

By Jim Ziegler
Ziegler believes Uber’s directors should face criminal charges for their role in an Arizona woman’s violent death.

20 Things a GM Must Do Every Week

By Jim Ziegler

All Things Must Pass

By Jim Ziegler

Opening Observations

They Took Cadillac for a Ride

By Tariq Kamal
Hindsight is 20/20, but at least one industry member saw GM’s latest mishap coming a mile away.

Stand Up and Be Counted

By Tariq Kamal
The Dealers’ Choice Awards are the Yelp of vendors and finance sources.

Over the Curb

This Is Us: Dealer Edition

By Jason Heard
Heard knows delegation and outsourcing are the quickest path to a work-life balance.