Bowing to the popularity of dealer reviews, AutoTrader.com will add those reviews to its website after long resisting them.
The giant vehicle shopping site has agreed to post consumer reviews of dealerships collected by DealerRater, the two companies said. The reviews will appear on dealership profile pages on AutoTrader.com.
For years, AutoTrader.com rivals such as Edmunds.com and Cars.com and have posted dealership reviews as a service to shoppers and to keep shoppers on their respective sites longer.
In addition to reviews, AutoTrader.com also will have a "Rate & Review This Dealer" button on its site that will take an interested shopper to DealerRater to leave a review.
DealerRater has more than 1.6 million consumer reviews of dealerships on its site, which features more than 41,000 new and independent car dealers. About 10 million shoppers visit the site annually.
AutoTrader.com, the most-visited third-party vehicle shopping site, has 18 million unique visitors each month. The site lists more than 4 million vehicles.