JoeDriver.com Revs Its Engine as First Site That Speaks Directly to Teen Drivers
19 September 2000
JoeDriver.com Revs Its Engine as First Site That Speaks Directly to Teen Drivers
Complete Online Driving Resource Aims to Put Teens Behind the Wheel Safely
While Capturing a Portion of the $100 Billion Teen Spending Market
MIAMI, Sept. 19 For teenagers throughout the country, the
freedom of driving a car is as American as baseball, Cracker Jacks and apple
pie. With the introduction of JoeDriver.com
( http://www.JoeDriver.com ), the first and only comprehensive Web site focused on
putting teens behind the wheel of a car safely, teens now have a place to go
that empowers them to experience the excitement, responsibility and freedom of
driving on their own terms -- as part of their own culture. JoeDriver.com
goes beyond general information to address real teen driving issues -- from
how to handle an accident and what to do when pulled over by a cop to getting
a driver's license, obtaining insurance and finding and purchasing a car.
"Driving a car is, and always has been, the ultimate rite of passage in
becoming an individual," said Scott Deutsch, president and chief executive
officer of JoeDriver.com. "JoeDriver is important because, to teens, getting
a driver's license is one of the single most important days in their lives.
As the first online or offline company catering specifically to the culture of
teen driving, JoeDriver is uniquely positioned to capture the growing segment
of teens using the Internet for e-commerce, information and entertainment.
Simply put, JoeDriver offers teens a one-stop online-shop for anything having
to do with cars and driving safely."
Recent research indicates that JoeDriver.com is cruising down the right
path in highlighting the spending potential of teenagers as the backbone to
the company's business model in terms of attracting major corporate sponsors
and co-branding partners looking to tap into the burgeoning teen marketplace.
According to VISA U.S.A., which recently introduced a "parent-controlled, pre-
paid debit card" for teenagers, teens spend more than $150 billion on goods
and services each year nationwide, with parents providing more than 70 percent
of that spending money. Jupiter Communications backs up the assertion that
teen spending is on the rise in predicting that by 2003, teens will spend more
than $100 billion a year on consumer goods alone.
JoeDriver.com's revenue model is being driven through co-branding and e-
commerce partnerships with corporations such as automotive manufacturers, car
dealerships, insurance companies and law firms to offer teens affordable deals
and rates on products and services. The company is currently partnering with
more than 3,000 public High School Driver's Education programs in seven states
-- Florida, Texas, Illinois, Pennsylvania, Massachusetts, Wisconsin and
Washington State with more to follow as the program grows -- to provide a
powerful "offline" component that reaches teenagers in the classroom through
books and brochures and ultimately assists teachers in educating students in a
fun and effective manner.
At the same time, there is an overwhelming need to educate teens to the
importance of safety when it comes to operating a motor vehicle. According to
the National Safety Council, traffic accidents are the leading cause of death
among American teenagers. Drivers under the age of 20 make up only five
percent of all licensed drivers, but they account for 15 percent of all
crashes and more than 12 percent of traffic fatalities. JoeDriver.com is
working to reduce these figures through partnerships with non-profit
organizations to develop campaigns that instill the importance of responsible
driving.
"JoeDriver is an entertaining resource for teens to learn about driving,
but most importantly, it saves lives," said R. Kirk Landon, retired chairman
of the board of American Bankers Insurance Group who co-founded JoeDriver.com
with Deutsch. "By partnering with car manufacturers and dealerships,
insurance companies and high schools' driver's education programs across the
nation, JoeDriver is creating a dialogue and sense of trust between teens and
adults. Ultimately, these relationships will reduce the teen accident rate
and keep kids alive."
Recognizing that getting a driver's license is priority number one to most
teens, JoeDriver.com enlisted driving experts, as well as actual teenagers, to
develop a Web site that provides a complete offering of driving services
catering directly to teenagers, such as:
* State-by-state driving requirements
* Registration information to local driving schools
* Safe driving tutorials and practice driving exams
* Simulated driving scenarios, such as what to do after an accident,
getting a ticket, etc.
* JoeDriver e-commerce store where teens can purchase anything car-related
* Hyperlinks to car, insurance and teen employment search engines
* Applications and information on auto clubs and gasoline cards
* Teen job board to help locate convenient jobs to help pay for cars, gas,
insurance, etc.
* State and city maps and direction finders
* Tips on fun places to drive, localized per state and region
* Teen testimonials and stories about driving experiences
* Online staff mechanic to answer and explain mechanical and technical
questions
JoeDriver.com is the first and only comprehensive Web site helping teens
safely experience the freedom and control of driving. To experience the
culture of teen driving, visit http://www.JoeDriver.com . Company headquarters are
located at 141 NE 3rd Ave. in Miami, Florida.