Penske Automotive Group has launched a Web site allowing prospects to view vehicle inventory for all 174 of its franchises in one place and schedule service appointments online.
The publicly held retailer has also introduced a Facebook page, facebook.com/penskecars.
Penskecars.com has the look and feel of national automotive portals such as AutoTrader.com and Cars.com. The site allows visitors to search inventory by make, style, price, features or options.
It also capitalizes on the scale of Penske’s organization and the Penske name, boasting more than 40 brands and more than 25,000 new and used vehicles in stock.
“We did a lot of testing and took our time before we did the launch,” said Terri Mulcahey, the retailer’s vice president of business development. Mulcahey said consumers wanted lots of photos, vehicle history reports and multiple search options.
Penske Automotive, the nation’s second-largest dealer holding company, is promoting the sites through a variety of digital campaigns.
Currently, visitors to penskecars.com can win a VIP NASCAR racing experience that includes race day hospitality, pre-race access to the pit, roundtrip airfare to Phoenix, two tickets to the Nationwide and Sprint Cup Series Races, three nights lodging and rental car.
The company would not disclose how much it spent on the Web site or launch campaigns.