Kia and eBay link up to sell new cars online
A year or so ago, General Motors attempted to have its California dealers list vehicles on eBay, but that only lasted a few months. Part of the reason for this was the lack of bargain pricing that shoppers expected to find on the web.
Bargain seems to be Kia’s middle name and they have been able to get 300 of its 725 dealers signed up for the eBay effort. The website will show stock photos and it will allow shoppers to make offers below the MSRP.
"eBay Motors' large, multi-dimensional marketplace aligns perfectly with Kia's rapidly expanding brand and offers consumers a comprehensive and convenient shopping experience for our entire new vehicle lineup," said Tom Loveless, vice president of sales, KMA. "The program already has proven to be popular with our dealers with nearly 50 percent of Kia dealerships signing on for the program in just two weeks' time, and more and more signing on every day. Attracting vast online audiences to Kia through a pleasant online purchasing experience furthers Kia Motors' sales and marketing strategies."
Kia’s reasoning is clear, as web auto shoppers are up 17 percent in 2010 and 79 percent of auto shoppers check sites like eBay before buying a vehicle, according to JD Power and Associates.
This website, kia.ebay.com, will be eBay’s chance to break into the new car business. Currently, Kia’s model lineup includes the Forte, Soul, Sorento, Sedona, Sportage, Optima and Rio.