Kelley Blue Book says its new partnership with AutoTrader.com will more than double the number of used-vehicle classified listings on its Web site.
Starting in January, the 2 million used cars and trucks AutoTrader.com advertises for sale also will be listed on Kelley's Web site, www.kbb.com. Another online classified company, Cars.com, provides kbb.com with about 800,000 used-vehicle listings.
The Kelley and AutoTrader sites each attract about 13 million unique visitors a month, says AutoTrader CEO Chip Perry. Most consumers who visit the sites intend to buy a vehicle within 60 to 90 days, he says.
"When you put the two audiences together, you have the most powerful collection of automotive shopping eyeballs available to dealers through one ad buy," Perry told Automotive News.
Kelley President Paul Johnson says the end of his company's contract with Cars.com permitted the new agreement. He says the overlap of visitors to kbb.com and AutoTrader.com is minimal.
"There weren't any negatives and many positives to an association with AutoTrader.com," Johnson says.
Kelley will customize the AutoTrader.com listings for its Web users, Johnson says. Dealers who buy enhanced used-vehicle listings on kbb.com will be able to include Kelley Blue Book's suggested retail values.
The enhanced listings also will provide the dealer's asking price and vehicle specifications.
Johnson says that new-vehicle shoppers regularly use kbb.com to determine how much their current vehicles are worth at trade-in. The deal with AutoTrader.com, he says, will give Kelley Web site users data about a broader range of purchase options. c