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Research Outline
Prepared for Valentina B. | Delivered October 16, 2019
Kelley Blue Book & Auto Trader
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Goals
To gain an understanding of the relationship between Kelley Blue Book and
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, and how the two function together, collaborate, or integrate features
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Early Findings
Both are owned by Cox Automotive, part of
umbrella company Cox Enterprises.
In 2015, the two online auto brands were partnered more closely when Cox decided to
delegate the leadership of both
to Jared Rowe, and name him President of the Cox Automotive Media Division, in order to better leverage the integration of both.
Prior to this, the two were operated
independently, as separate brands
.
It is noted that over
65 percent
of all car shoppers visit either
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.com or KBB.com when car shopping.
Kelley Blue Book was acquired fo
r $500 million dollars
by Cox Enterprises in 2010.
In terms of task integration,
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.com is focused on the
transaction side
of auto sales, and Kelley Blue Book is focused on providing
automotive information
and resources to buyers.
The two websites are
highly integrated
. One way the two offer value and collaborate is that Autotrader’s listings are also available on the Kelley Blue Book Website, and when customers search for the value of their car on Kelley’s, they are offered
an option to list it
on
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.
Searching and shopping history on all Cox Automotive media sites, including Kelly Blue Book,
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, and Dealer.com are all leveraged when
customizing results
for those browsing any of the websites.
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also displays a
Kelley Blue Book price adviser
on all their listings, that notes whether the price is ‘good’ or ‘great’ based on
Kelley Blue Book Fair Market Range.
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