LOS ANGELES -- Jeremy Anwyl, vice chairman and former CEO of car-shopping Web site Edmunds.com, has retired from the company, effective Aug. 1. Employees were notified this week.
The move completes a succession plan that returns management of Edmunds back to the founding Steinlauf family.
Anwyl, 57, presided over Edmunds' growth from 50 employees to 550 in a decade. He relocated to Las Vegas earlier this year to relaunch his consulting firm, Marketec Systems.
Anwyl will keep Edmunds as a client. He was a consultant for Marketec in the 1990s when he began working with Edmunds, eventually joining Edmunds as COO and president in 1999. He was named CEO in 2007.
Edmunds launched a succession plan nearly two years ago when Avi Steinlauf, the 43-year-old scion of Edmunds founder Peter Steinlauf, was named CEO in December 2011 and Anwyl was appointed vice chairman.
COO and President Seth Berkowitz, 42, who joined Edmunds as general counsel in 2000, has also played a key role in the company's recent initiatives.
"The intent was to maintain family control of the company and shift management to the next generation," Anwyl said in a telephone interview. "When I got there, my mission was to make Edmunds profitable and build the brand. By not going public, the idea was to keep control within the family and have Avi take over. I have great confidence the company will continue to succeed."
According to an Edmunds statement, "Steinlauf and Berkowitz together guided the recent shift in Edmunds.com's strategy. The privately held company is now entirely focused on improving the car-shopping process by building a critical bridge of trust between car shoppers and dealers."
That change has included a guaranteed car-pricing service through Edmunds' car dealer clients called "Price Promise."
The service will be featured in Edmunds' first national television advertising campaign, launching at the end of the year.