Dealerships of Hyundai Motor America and Volkswagen of America, until December 2014, only had CDK Global Digital Marketing group as their exclusive certified Web site provider. Not anymore, as these carmakers have open doors for other providers to offer service to their retailers. Dealers for Hyundai – numbering 830 in the United States -- could now choose between the services of CDK Global and Dealer.com, disclosed David Tourtlotte, Hyundai's senior group manager of retail marketing.
CDK Global had been the only authorized Web site vendor for Hyundai dealers for the past four years. Tourtlotte remarked that as an authorized vendor, CDK Global and the factory has full integration to provide Hyundai dealers with inventory feeds, incentives, analytics and, importantly, leads generated from the Hyundai factory Web sites.
These features will now be available to dealers with Dealer.com Web sites. He quipped that the South Korean carmaker had chosen to have one vendor for its dealers to capture consistent inventory and performance data. He, however, said that having two technologies will allow Hyundai to better aggregate and analyze data coming from disparate software.
Around 250 dealers have already signed on with Dealer.com. Meanwhile retailers for VW could now have their Web site serviced by CDK Global, Dealer.com, DealerOn, DealerFire or eBizAutos. CDK Global had been the Web site provider for VW dealers for 14 years.
Since Web site technology is evolving fast, dealerships don't want to be restricted to a single provider, which is usually the choice of the factories that typically provide subsidies or co-op money only to those selecting a certified Web site vendor.
However, the problem comes in when dealership carry different brands, which means a dilemma of choosing which vendor to choose. To make matter worse, it is usually difficult to compare store performance using data gathered by rival software firms.