---

Americans Prefer Independent Online Car Buying Site

12 September 2000

Opinion Research Study Finds: Americans Prefer Independent Online Car Buying Site, Multiple Brands and Objectivity

      Majority Believes Independent Online Car Buying Services, Such As
         Autobytel.com, Most Likely to Provide Objective Information
                  To Help Obtain the Best Price and Service

    PRINCETON, N.J., Sept. 12 The following is being issued by
Autobytel.com:  Americans are clinging to their independence when it comes to
buying cars online.  In a recent study conducted by Princeton, New
Jersey-based Opinion Research, American adults, by nearly a three to one
margin, would rather use an independent online site that offers multiple
brands and features and provides objective information, than a site from a
single manufacturer.  In the survey 63 percent of adults preferred the
independent site, compared to just 22 percent who opted for a site provided by
a single manufacturer.
    The study illuminates a decisive popular preference for third party online
car buying services -- such as Autobytel.com -- that enable
consumers to research and price every make of new and used car on the market,
while providing extensive information about price, models and options.
Manufacturer sites only provide information about a single make of car and do
not act as an independent advocate for the car-buyer.
    "While major manufacturers such as Ford have attracted a lot of attention
by intending to launch single-brand car buying sites," said Autobytel.com
President and CEO Mark Lorimer, "they have failed to consider the needs of car
buyers.  Consumers have voiced that they want choice, independence and
unbiased customer support from an independent third-party."
    The preference for independent online services is even more marked among
adult American women, with 68 percent indicating a preference for
multiple-brand sites.  Those under age 55 and with at least some college
education are also more likely than their counterparts to prefer one site
offering multiple brands.  "A significant majority of those polled who have
researched or purchased online indicated that they used Autobytel.com," said
Lorimer.
    In accordance with the above findings a majority of those polled believe
that independent, multiple brand sites are most likely to provide objective
information and help them obtain the best price and service.  Perhaps one of
the study's more surprising findings, however, was that less than one in
10 Americans, a mere 9%, believe that a manufacturer's website would help them
obtain the best price and service.
    An even broader majority (71%) indicated that it's extremely or very
important that dealerships affiliated with online car buying services are
monitored by those services in areas such as customer satisfaction.  Females,
those under 55 years of age, those with a household income of $25,000 or more
and those with at least some college education are all more likely to believe
that monitoring for customer satisfaction is extremely or very important.  The
poll also found that 57 percent of Americans believe that it's extremely or
very important that dealerships receive special training in the process of
assisting online customers.  "The findings concerning monitoring and training
serve as a further confirmation that the Autobytel.com service model is
working for online consumers," adds Lorimer.