After almost two years of brainstorming between the leadership teams of the New Car Dealers Association San Diego County and The San Diego Union-Tribune, San Diego DRIVES launched just over six months ago, creating an exciting new digital platform that transformed how San Diego new car dealers could buy used cars from private parties and sell new and used vehicles to retail customers. This new platform, available only to NCDA members, was built to enable San Diego County’s new car dealers collectively to capture a much larger percentage of private party vehicle acquisitions and make it effortless for consumers to search new and pre-owned vehicle inventories. On the vehicle acquisition front, San Diego DRIVES appeals to consumers as a trusted single point of contact to reach many dealers at once: “Why go to just one dealer when up to 100 can compete to give you the best offer?” Consumers post their vehicles on the platform, providing photos and vehicle data that enable participating dealers to make informed decisions and submit offers. Within 24 hours, consumers are provided the best offer and are connected directly with the “winning” dealer to transact should the offer be accepted. In the eyes of a consumer, this provides a significant competitive advantage over traditional and online used car retailers, which are limited to just a single offer each. As for selling new and pre-owned inventory, San Diego DRIVES aggregates new and pre-owned inventory from each participating new car dealer in San Diego County, providing one-stop shopping for car buyers. Clicks on dealer listings go directly to the dealer’s website, with a UTM code to facilitate attribution, so there’s no middleman manipulating leads. The site will automatically update available inventory from dealer sites on a daily basis. As a valuable member benefit, NCDA members can join the platform for FREE; there are no subscription fees, and dealers only pay a flat $300 for each vehicle purchased using the platform. During those first six months, the San Diego DRIVES platform has achieved some notable results. INSIDE THE NUMBERS In the first six months, 82 local dealerships have opted-in to have their new and used inventory syndicated and hosted on the San Diego Drives platform, where consumers can shop for a car in one convenient location. WEBSITE TRAFFIC Since the launch of the platform and through the strategic marketing efforts of both teams, 242,747 new users have visited San Diego Drives. Equally impressive, the platform’s bounce rate is an exceptional 22.74%. As you all know, this is a leading indicator that our marketing and targeting efforts are strategically placed to “auto intenders” and that the user experience is easy to navigate on all devices. See Google Analytics Snapshot: SAN DIEGO DRIVES Gives San Diego New Car Dealers an Edge 6 SAN DIEGO DEALER
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