---

Kelley Blue Book Presents Online Statistics and Branding Strategy

4 May 2000

Kelley Blue Book Presents Online Statistics and Branding Strategy For Automotive Retailers

     Nation's Most Visited Automotive Web Site Tells Automotive Retailers
              'The Web Experience is Your Brand' - at eAuto 2000

    IRVINE, Calif., May 4 Speaking to U.S. automotive industry
representatives, Stephen Henson, director of marketing and business
development at Kelley Blue Book(R), ( http://www.kbb.com ) recently delivered a
presentation on automotive Internet branding at the ICPQ's eAuto 2000
Conference (now known as Autos Online) held in San Francisco.
    According to Henson, the functionality of a retailer's web site -- and a
consumer's experience on that site -- will ultimately, and perhaps instantly,
become the "brand" of the dealership in the mind of that person.
    Creating a positive web experience is important as Kelley Blue Book's
research reveals 77 percent of new car buyers plan to visit local dealer web
sites.  Of that group, 63 percent will visit a dealer's web site to get a new
car price quote.  Approximately 60 percent expect a special "web price" or
special treatment because they are Internet shoppers.
    Kelley's research also points to the importance of speed.  About
35 percent of web automobile shoppers think 24 hours is a realistic response
time for a price quote from a car dealer.  However, more than 45 percent want
a quote in four hours or less.

    Based on this information, Henson encouraged automotive retailers to:

    1.) Remember who is in control.  It's the customer;

    2.) Help customers achieve their goals by facilitating the total
        car-buying process and offering a complete, positive experience;

    3.) Speed up the transaction for the web buyer;

    4.) Address the need for detailed, timely listings of new and used car
        inventory;

    5.) Understand that the web experience is now your brand.