A startup that generates sales leads for dealerships by giving consumers test drives in competing new vehicles continues to stir debate as it plans its national ramp-up.
GoMoto, which opened a test- drive center on May 2 in a Cherry Hill, N.J., shopping mall, is working to open similar sites this year in Houston, Milwaukee, Philadelphia, and Washington and on New York's Long Island.
The Philadelphia company's co-founders say they are prepared for a wave of questions from dealers, automakers and industry regulators.
"We are not brokers," said Benjamin Catanese, a Volkswagen dealer in New Jersey who is one of the founders. "We're not selling cars. We're just directing interested customers to showrooms.
"The opportunity here is sales-lead generation. I think you're seeing a clear message from dealers right now that they're unhappy with the quality of sales leads they're buying."