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Online ‘search relevance’ is key to digital retailing — Are OEM platforms the answer for franchised dealers?

To the Editor:

I totally agree with Brian Benstock about “search relevance.” For years when I was a Porsche dealer I asked PCNA to host a National CPO website. It never quite got off the ground. If every manufacturer organized dealers into an mfgr led combined website of inventory, it would dominate search, and also be the place that conveyed mfgr certification and approval of inventory. The biggest, deepest inventory to search- all CPO with mfgr stamp of approval- and explanation of the value of CPO versus anyone else’s warranty (Carvana, Car Max etc) -who would search anywhere else? At least, it would appear on top of every organic search in the country. We should try it as dealers.

Harrison Gray, Respect Auto Group
New York, NY

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