Autotrader Revamps to Prepare for Digital Retailing

Autotrader doesn't want shoppers to merely find vehicles on its site. The third-party platform is changing so that it can shepherd consumers through much of a deal online and save them time when they connect with dealership salespeople. "Right now, and leading up to [the National Automobile Dealers Association convention in March], we are launching the steps to start the deal, the steps to start the self-penciling part. That's where you'll be able to apply incentives, apply trade-ins and really make an offer and start the discussion back and forth with the dealer before you even set foot" in the store, Jessica Stafford, the site's senior vice president, told Automotive News. Source: Automotive News