Best Car Shopping Site – Image via edge.alluremedia.com.au
Best Car Shopping Site – Hyundai is the first car manufacturer to launch a digital showroom at the Amazon.com Vehicle hub. Let the disturbance begin.
Before anyone who hates the car dealer’s experience thinks that you will be able to buy a car entirely through Amazon.com in the near future, think again. After the car shopper touches Hyundai’s page, or any product page for Honda, GM, or other manufacturer who has joined the site, the prospect is linked to a local dealer inventory who can then connect you with the car you want.
So, for now, dealers are not the ones being distracted. But many car purchase sites – such as AutoTrader, KBB.com, Cars.com, TrueCar.com, etc. – out there will be a trick on their business model.
Car buying sites are aware of most of their results from generating leads for car dealers and manufacturers, as well as the sale of ad space on their sites. Each market itself as a destination for car shopping, and each tries to outdo one another in search-engine-optimization (SEO) so that when one of the 17 million new car buyers and about 20 million buyers of used cars a year Google “2018 Honda Civic, “they appear highest in search results.
Indeed, when I Googled “2018 Honda Civic,” the first organic result was Honda’s own model page at Honda.com. After that, in descending order is the Honda Civic page at Cars.com, Edmunds.com, MotorTrend.com, CarandDriver.com, TheCarConnection.com, CNET.com, Kbb.com.
Amazon.com is the tenth most popular website in the world, and the fourth most popular in the US after Google, Youtube and Facebook, making it the number one merchant site in the US and second in the world after China Toabao, according to Alexa Internet.
The Amazon Vehicle Portal was launched in 2016 and the visit has grown because it provides extensive product information, comparisons for competing models, links to local dealers, “news and praise,” remembering information, etc.
Hyundai Vehicle Pages go a step further by providing links to drive test showroom, price calculator, and more; plus, the telematics system in the Hyundai BlueLink car connects with Amazon’s virtual assistant, Alexa. Hyundai owners can access almost everything Alexa offers in their cars. And when someone, for example, asks for the nearest ATM, Alexa will put the location on the car navigation.
Hyundai is moving to become an early adopter of Amazon’s aspirations in assisting car purchases. “Over time, as consumers learn that Amazon has an automated part that is worth using, traffic [will] continue to grow. We think that Amazon cars will be the No. 1 automated research destination. 1 that you can go online, “Hyundai’s chief marketing officer Dean Evans told Automotive News.
Also, while Amazon and Hyundai can gather reviews from journalists, the Amazon user community is free to leave their reviews about cars and their experience, a feature that has become valuable to Amazon shoppers in every other category through which the merchant’s portal.
For the Amazon section, it wants to be the most customer-friendly shopping site. Hyundai presents prices under the umbrella of “Shopper Assurance”, which says it only presents legitimate pricing information including rebates and incentives.
Hyundai is no stranger to trying new things with Amazon. In 2016, South Korean manufacturers market on-demand trials where Amazon customers can order a 45-minute test drive through Amazon Prime Now, with cars delivered to doors, workplaces, cafes, etc.
The real threat in all this is not for dealers, whose new vehicle distribution is protected by state franchise laws, but to shopping sites that can not match the power of the Amazon brand. On Amazon’s Prime this week, the site sells 100 million products a day, and has more than 100 million Prime members. The power of Amazon Prime, which has destroyed traditional department stores and mall industries, is a time saver for consumers. As Amazon continues to add services and products to its online catalog, consumers deepen their relationship with the site as their default merchant to save time. In addition, Prime members believe that they get the best available price – a serious advantage in the car buying space where lack of price trust is a big deal with consumers.
How deep does Amazon control its brand? A growing trend among key buyers: ordering staple and non-perishable items from Amazon, such as toothpaste, paper products, toiletries, pet food, etc., and leaving only fresh food purchases for local stores. A consumer who increasingly defaults to Amazon for something stressful like a car purchase is not hard to imagine.
Online car shopping sites can earn several hundred dollars per vehicle for their prospects and conversions from buyers to buyers. For Amazon, that’s the real revenue for Amazon to pursue considering the market share it can achieve.
The overall Internet car shopping market looks like this, according to J.D. Power & Associates: The most frequently accessed content on automotive shopping websites is model information (89%), vehicle prices (88%) and photo galleries (81%). Automotive internet buyers find that automotive brand sites are most useful for their model information, vehicle configuration and photo galleries, while dealer websites are found most useful for inventory searches. Vehicle pricing and third party sites are most useful for vehicle ratings and reviews and vehicle comparison.
Amazon matches the last web site basket. And given the increasing penetration of Amazon into our shopping life, there will surely be a shock coming from a designated third-party shopping site.
“Alexa, tell me about Hyundai Kona.”