Longo Toyota, the largest dealership in the world, has signed on to use online retail startup Roadster's digital storefront.
The El Monte, Calif., store now uses Roadster's Express Storefront. The platform, launched last summer, allows consumers to complete transactions online and have vehicles delivered to them.
In just over a year, nearly 80 dealerships across 21 states have turned to Roadster's digital storefronts. But the addition of Longo Toyota represents a huge catch for the online retail startup.
Longo Toyota sits on more than 50 acres. The store expects to sell around 22,000 new and used vehicles in 2017. It is owned by the privately held Penske Motor Group, which is separate from the publicly traded Penske Automotive Group Inc.
While Roadster's storefront offers consumers the option to buy vehicles without coming to a store, its value isn't predicated on replacing salespeople.
Longo Toyota President Brendan Harrington says the majority of consumers want to see vehicles up close before making a purchase. For those customers, Roadster's storefront enables them to expedite things by completing much of the buying process online before coming to the dealership, which saves time for them and the sales team.
Harrington expects 20 percent of shoppers using the tool to transact entirely online. With the Express Storefront, shoppers select a vehicle, value trade-ins, get approved for credit and pick their desired F&I options.