By on September 19, 2019

Full disclosure time: For those who are new around here, I worked at Cox Automotive for a little over four years as a sales trainer in the Media Sales division. In that role, I was (very) peripherally aware of some of the company’s strategic decisions, as the Sales Strategy team was also part of my larger department, but I didn’t have any influence or advance knowledge of them. (This is a boilerplate statement for when my old friends at Cox decide I’m in violation of my employment termination agreement by writing this.)

When I first started at Cox (before they even called it “Cox Automotive,” it was just Autotrader.com then), the company was a fat cat, to say the least. I remember when one of our leadership team members declared that we had sold $1.2 billion of revenue in a year, and that over $700 million of it was pure profit. I remember when we drastically overpaid for Dealer.com and Dealertrack at a whopping $4 billion dollar pricetag, just because we had the cash laying around and we were going to get heavily taxed on it if we didn’t spend it on something.

Of course, everything has an expiration date, and the third-party automotive classified business was no exception. Around 2016 or so, consumers started using this new thing called “Google” to search for cars on the internet, dealers stopped writing five-figure checks for classified ads every month without even asking why, and sales reps learned that they aren’t actually worth $250,000 a year for just “checking in” on dealers. Their  strategy of diversification, with the purchases of companies like Kelley Blue Book, vAuto, and VinSolutions turned out to have been a smart move, as some of their competitors like Cars.com were stuck holding the note on a company that literally nobody wants. Ouch.

So when I read that Cox Automotive had invested $350 million into Rivian last week, my initial thoughts were, “Oh, there goes Cox burning some more cash,” and I mostly went about my day. However, a week later, I’m beginning to see that there are more wheels in motion than anybody on the outside realizes — and they will have a significant impact on the automotive marketplace in the years to come.

(Read More…)

By on January 25, 2019

Cox Automotive, in conjunction with Automotive News, just released its Retail Brand Scorecards Study for 2018. The survey is interesting in that it ranks the perceived value of automakers by assessing how desirable they are to dealerships via an A-through-F grading system. Though, as engaging as it might be to look at these traits from a highly specific viewpoint (how dealerships see you in relation to specific manufacturers), we’re not sure how useful the average consumer will find them. Dealers and industry geeks, however, may want to take notice.

“This study represents a comprehensive review of brands from a unique perspective — how well they support the success of dealers,” said Cox Automotive Chief Economist Jonathan Smoke. “As we assembled the data and began to see how the brands performed differently, we started looking at the results as grades in high school, where the most well-rounded and high-achieving students are those who perform well across a wide range of disciplines. With that scorecard framework, we found a clear set of brands that are honor-roll worthy, as they are in essence the hardest-working, most successful students.”  (Read More…)

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