Launches PowerDrive at NADA

            Launches PowerDrive at NADA

New Solution Elevates Franchise Dealers' Brand and Inventory, Driving
Awareness and Consideration with Today's New-Car Shoppers

PR Newswire

CHICAGO, Feb. 8, 2013

CHICAGO, Feb. 8, 2013 /PRNewswire/, the premier online resource
for buying and selling new and used vehicles, announced today that it has
launched PowerDrive, a groundbreaking new advertising product for franchise
dealerships. Based in extensive consumer research, PowerDrive brings together
Special Offers, deeper reputation exposure and a dealership-branded video
experience designed to increase the exposure of a dealership's brand,
reputation and inventory on

"Whether a shopper uses their mobile device to read reviews right on the
dealership lot, compares vehicle features and dealerships online or watches
video, the digital age offers consumers 24/7 access to information and
empowers them to take control of the car-buying process," said Mitch Golub,
President, "To align with these shifts in consumer behavior, we
first changed the model for new-car advertising when we launched BaseDrive in
May, empowering dealers to showcase their brand and reputation, not just their
inventory. PowerDrive builds on that model and dials it up, giving dealers
even more ways to elevate and influence at critical moments during a shopper's
online journey."

Special Offers:

"Given that price and the availability of incentives and rebates continue to
be two of the most important attributes for new-car shoppers, it was important
that PowerDrive give dealers a feature to leverage this information," said
Nick Hummer, Director, New Car Strategy. "Promoting special offers, which can
include OEM and dealer incentives but also things that make a dealership
unique, like 'free oil changes for a year,' financing incentives or lease
specials, helps tell a more complete story about why a shopper should buy from
a particular store."

PowerDrive promotes a dealer's Special Offers throughout the desktop
site, mobile site and mobile apps. Offers are displayed in multiple areas
throughout the site on key shopper pages, including the Dealer Profile (via a
PowerDrive-exclusive tab), vehicle detail pages, inventory search results
pages and videos, and only PowerDrive dealers appear when shoppers filter
search results by Special Offers in the guided navigation menu. Dealers can
customize and modify their dealer offers through's customer portal,
as well as approve OEM offers monthly.

"After adding Special Offers to our new-car inventory listings on, we
saw a significant increase in the click-through rate to those vehicles," said
Andrew DiFeo, General Manager of Hyundai of St. Augustine and PowerDrive
customer. "As a result, we recently had the best new car sales month in the
history of our store, part of which I attribute to Special Offers."

Deeper Reputation Exposure:

"One of the key findings of our research of new-car shoppers is that they
aren't necessarily looking for the lowest price; they want a competitive price
and a great purchase experience from a dealership they can trust to service
their vehicle in the years ahead," said Hummer. "Dealer Reviews have been a
powerful differentiator for all of our customers since their launch in 2011,
and dealers have the opportunity to amplify their reputation even further with

In addition the dedicated tab of the Dealer Profile featuring Dealer Reviews
for all franchise dealers, only PowerDrive customers receive featured
reviews on vehicle detail pages. Customizable widgets bring reviews
to the dealership's website and Facebook, providing external content that
keeps shoppers engaged with their site and Facebook page, as well as making it
easy to solicit additional reviews to drive volume.

PowerDrive dealers also receive a robust reputation management tool, which
aggregates reviews from and a number of other online reviews sites
and provides actionable reports that track trends over time and offer
competitive analysis.

Branded Video Experience:

"Consumers are busy, and increasingly, they're choosing to do as much of their
shopping as possible online," said Hummer. "Video is the closest thing to
visiting a dealership in person, and the strong engagement we're seeing with
video is why we made it a standard part of our advertising package in 2011.
PowerDrive takes this incredibly effective medium and makes it a powerful
differentiator by adding dealership branding and more ways to engage."

As part of the enhanced video experience for PowerDrive dealers, the video
player on vehicle detail pages has been upgraded to feature a dealer's logo,
tagline and links to their Special Offers. All of a dealer's individual
videos from various VDPs are aggregated on a PowerDrive-exclusive tab on their
Dealer Profile, along with exclusive make/model videos that keep a shopper
engaged within a dealer's specific content as they continue to do research.

For more information or to upgrade to PowerDrive, dealers can contact their sales representative, visit or visit us at
the NADA Convention & Expo, Feb. 8-11 in Orlando, booth #2075.


Founded in 1998, is an award-winning online destination for car
shoppers that offers information from consumers and experts to help buyers
formulate opinions on what to buy, where to buy and how much to pay for a car. is a division of Classified Ventures LLC, which is owned by leading
media companies, including A.H. Belo (NYSE: AHC), Gannett Co., Inc. (NYSE:
GCI), The McClatchy Company (NYSE: MNI), Tribune Company and The Washington
Post Company (NYSE: WPO).


Contact: Erin Mays,, +1-312-601-5547
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