To sell more used vehicles online, groups create brands

Van Horn Automotive Group has had a digital retailing presence since before the pandemic began in 2020, with the goal of selling vehicles to consumers entirely online.

The group, with 19 dealerships in Wisconsin and Iowa, initially drew on its established brand name and called its offering Van Horn Direct. But the process turned out to be disjointed, and it wasn’t possible to complete a purchase fully online, said Adam Gaedke, the group’s vice president of dealership operations.

Van Horn plans to change that with CloudLot, a digital brand it launched in June for used vehicles. Underpinned by Cox Automotive’s new Esntial Commerce digital retailing tool — co-developed with Penske Automotive Group and white-labeled for other dealerships to use — CloudLot enables vehicle selection, financing, delivery and signatures to be done online, according to the dealership group.

What’s different about CloudLot — beyond just its capabilities — is its name. While its website includes references to Van Horn Automotive Group, the name CloudLot is designed to stand on its own.

Other dealership groups are trying a similar approach. Titus-Will Automotive Group, with six franchised stores in Washington state, in March debuted CarBreezy, a digital sales platform also based on Cox’s technology. Last year, Koons of Silver Spring in Maryland converted its Inride vehicle subscription platform into a standalone used-vehicle acquisition brand, with its own dedicated staff and a new website and mobile app in the works.

In some respects, launching a digital brand takes a page from the playbook of online used-vehicle retailers Carvana and Vroom, which have marketed themselves as convenient and easy alternatives to franchised dealerships. Some dealers say they expect a separate brand can help them expand into markets outside of their home turf or reach customers who might not have considered a traditional dealership before.

“We did do a little bit of back and forth at first: Is this going to be just another version of Van Horn Direct?” said Ryan Thiel, the group’s marketing director.

In the end, “what made us want to go with a unique brand was casting our line out further from where we typically operate,” Thiel said. “We wanted to keep the door open or our options open that if we wanted to advertise CloudLot in, say, Illinois, or a different state where we don’t even operate, that there wouldn’t be this hurdle that people would have to have familiarity with who Van Horn is.”

“We did do a little bit of back and forth at first: Is this going to be just another version of Van Horn Direct?” said Ryan Thiel, the group’s marketing director.

In the end, “what made us want to go with a unique brand was casting our line out further from where we typically operate,” Thiel said. “We wanted to keep the door open or our options open that if we wanted to advertise CloudLot in, say, Illinois, or a different state where we don’t even operate, that there wouldn’t be this hurdle that people would have to have familiarity with who Van Horn is.”

Some dealership leaders also call it a way to control their own destiny — the used-vehicle market is large, and some worry the franchised dealership model has an uncertain future as automakers pursue new distribution methods prompted by electrification, the pandemic and supply shortages.

Carving out used vehicles into their brand, with their own brand promise and complete online buying experience, could be a way for traditional retailers to hedge their bets against that uncertain future, said Brian Pasch, a marketing consultant who works with dealerships.

That approach “doesn’t mix what the OEM is trying to do with what the used-car manager’s trying to do,” he said.

Some public dealership groups have embraced the strategy, using their scale to layer e-commerce platforms across a nationwide dealership network. About 92 percent of customers using Asbury Automotive Group’s Clicklane tool haven’t bought a vehicle from Asbury in three or more years, said Miran Maric, the group’s senior vice president of strategy and innovation.

“We are talking to a completely new customer,” Maric said.

The idea that dealership groups would want a single, core brand that they can use to differentiate themselves online from rivals makes sense, especially because consumers have realized that technology can speed up the car-buying process and gives them options beyond traditional dealerships, said Tim Copacia, executive vice president of strategic development at UnityWorks, J.D. Power’s video marketing division.

But Copacia said he cautions groups considering such an approach to think deeply about what branding requires.

“If you’re going to deliver it, you really have to fund it, invest in it and build the brand, and that does take time and money and consistency,” he said. “The experience that you promise must deliver, because if you set all that strategy up and the consumer doesn’t have a positive experience, all that vision and planning could go south.”

Paulo da Silva, Cox Automotive’s vice president of e-commerce, said about one-third of the 10 dealership groups actively using Cox’s Esntial Commerce technology are debuting standalone digital brands, while the rest are using their established group brands for the online tool.

Standalone brands can be a blank slate, da Silva said. Groups that leverage established brands may see an advantage to their existing assets, he added, similar to how brick-and-mortar retailers such as Target are using their physical stores to help them compete online against Amazon.

“Both strategies could work,” he said. “Honestly, to me it’s all about your commitment and your level of investment.”

Asbury, based in Duluth, Ga., has acquired and retained dealership group brands well-known in their local markets, Maric said. But Clicklane puts a consistent unified brand across Asbury’s dealership network nationwide, regardless of location or franchise.

“There were about five [or] six different names that we looked at that would be really, really interesting concepts, but the plan was we needed something across all generations, across all demographics, and it needed to resonate in every single one of our states,” Maric said. “Something that might work in Utah might not work in Georgia.”

Pasch said retailers with strong local brand equity may want to incorporate their dealership brand into their digital platform. Dealers whose stores are spread farther apart or are less concentrated in a particular region might benefit from a separate and more generic name.

“That’s why this business is so exciting — because there’s never any one way for success, and it allows for entrepreneurial freedom to try new things,” he said. “Some work, and some don’t.”

Alex Perdikis, owner of Koons of Silver Spring, said his group’s Inride used-vehicle acquisition brand eventually could expand into markets beyond its home near Washington, D.C.

Inride is one way to reach consumers who may resist transacting with a franchised dealership, even one with a well-known, recognized name, he said. It’s also an investment in his business’s future.

While Perdikis said he believes in his franchises, “I can’t wait and sit around and hope that somebody likes the retail network that we have for the next couple decades. We’re going to play by the rules and maximize our opportunities, but I don’t want to put ourselves in a box where we’re stuck with certain decisions that we can’t control. So why not build something that you can control?”

Titus-Will Automotive Group aimed to avoid disrupting its current business model when it launched CarBreezy. A Titus-Will marketing employee acts as team lead to manage the CarBreezy platform, which doesn’t use commissioned sales employees. Sarah Lewandowski, marketing director for Titus-Will, said the new brand is meant to “really set apart [doing business] 100 percent online from some of it online.”

The group also operates Titus-Will Direct, a digital retailing tool for its new-vehicle stores aimed at consumers who want to do elements of a purchase online but still want to interact with an employee.

“We have sales consultants and sales managers and finance managers, and they all rely on the traditional business model,” group Vice President Trevor Will said.

“If we were to try and direct the customers that are typically working with them away from them, we were concerned that there’d be disruption in the culture of Titus-Will. And this way, we can completely separate it out and we don’t have that concern.”

Tesla, Drive.AI top key players in the Intellgent Driving market

Tesla, Drive.AI top key players in the Intellgent Driving market

Tesla and are top key players in the Intellgent Driving market according to a new Global Intellgent Driving Market report. The report gives an overview of the 2021 growth of Intellgent Driving and how that growth has significant changes from the previous year as our global economy recovers from the impacts of Covid-19.

In The Intellgent Driving report

The report looks at business models and marketing strategies used by key market players such as Tesla and and how they are able to stay competitive while accelerating their business growth in the market.

It gives several market scenarios and recommendations for solutions to help these companies to stay ahead of their competitors. It also provides insights into how the Covid-19 pandemic impacted the market.

Additionally, it highlights the trends that either influenced or challenged the market during the pandemic.

The report identifies existing opportunities and strategies that a company can use to increase its competitive edge.

Tesla, Drive.AI, & Mobile Eye are key players

Tesla,, and Mobileye are just three of the top players market identified by the report. The Intellgent Driving market types are divided into two categories: autonomous vehicles and autonomous systems.

For Autonomous vehicles, the two types of applications include passenger vehicles and commercial vehicles.

The full list is as follows:

  • Tesla
  • Mobileye
  • nuTonomy
  • Innoviz Technologies
  • Peloton
  • SmartDrive
  • Zoox
  • Minieye
  • TuSimple
  • Autonomous
  • Intelligent Driving GmbH

Tesla will host its second AI Day in September

Many people forget that Tesla isn’t just an automaker but it’s also a technology company. On September 30, 2022, Tesla will hold its second AI Day and there’s a chance we could see the Optimus Bot prototype.

During the Q2 2022 earnings call, Elon Musk spoke briefly about AI Day.

“We’re hosting our AI Day in a few months.”

“I think people will be amazed at what we’re able to show off on AI Day. So basically, there’s a tremendous amount to look forward to in the second half of this year.”

While attending Tesla’s first AI Day in person last year, I watched Ganesh Venkataramanan, Tesla’s senior director of Autopilot hardware and the leader of the Dojo project.

Venkataramanan pointed out the insatiable demand for speed and capacity for neural network training.

Then he shared Tesla’s goal which is to achieve the best artificial intelligence training performance while supporting the larger and more complex models while also being both power efficient and cost effective.

“We thought about how to build this and we came up with a distributed compute architecture. After all, all the training computers are distributed computers in one form or the other.”

Tesla, Drive.AI top key players in the Intellgent Driving market

The Dodge Ramcharger Is How SUVs Used to Be


Dodge Ramcharger review! The Dodge Ramcharger is an old-school SUV, and it shows us how SUVs used to be. Today I’m reviewing the Ramcharger, and I’m going to take you on a full tour and show you all the quirks and features of the Ramcharger. I’m also going to drive the Ramcharger and show you what it’s like behind the wheel.


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Revival Cycles Fuse Ducati rolls into Jay Leno’s Garage

Revival Cycles Fuse Ducati rolls into Jay Leno’s Garage

It may have a “Ducati” script on its tank, but this motorcycle is actually a $500,000 custom build from Austin-based Revival Cycles.

Known as the Fuse, the bike recently appeared on an episode of “Jay Leno’s Garage,” in which its owner Edward Boyd and Revival Cycles founder Alan Stulberg explained what went into its creation.

While it ended up as a Ducati, the Fuse had very different origins. Boyd originally wanted to use a Yamaha Virago as a base, Stulberg explained. But based on his wants, Stulberg decided starting over with a Ducati engine would be easier.

Revival Cycles Fuse Ducati on Jay Leno's Garage

Revival Cycles Fuse Ducati on Jay Leno’s Garage


Said motor was an 1,100-cc V-Twin from a mid-2000s Ducati Monster purchased on eBay. The rest of the bike was built around that. Everything else is aftermarket or fabricated, including the custom-built frame, which bears no resemblance to any stock Ducati frame.

Like many factory Ducati bikes, the engine is a stressed member of the frame. Made from stainless steel, the frame weighs about 400 pounds. That’s fairly heavy, but the bike was purposely over-engineered, Boyd noted.

The frame isn’t the only custom-made component. The brake calipers and swing arm were made specifically for the Fuse as well, along with the triple-clamp element that holds the front forks on. Made from a solid block of aluminum, it also hides wiring for a cleaner look. And instead of bending the exhaust tubing, Stulberg opted for individually-welded sections to emphasize the hand-made nature of the bike. 

Before any metal was cut, the entire bike was designed using CAD over a period of about two years, Boyd said. He wanted to use the project to learn about motorcycle design, but he was also to help with getting components made using his experience with prototyping at Dell.

Stulberg didn’t disclose a price for all of this custom work, but said the cost of duplicating the Fuse would be too high even for Leno.

Watch the full video for more details on this unique bike, and to see it hit the streets of Los Angeles.

2023 Cadillac XT4

What kind of vehicle is the 2023 Cadillac XT4? What does it compare to?

The 2023 Cadillac XT4 is a small SUV that competes with the Audi Q3 and BMW X1. 

Is the 2023 Cadillac XT4 a good SUV?

Review continues below

The 2023 Cadillac XT4 does well overall, with good acceleration and a comfortable ride outweighing a somewhat dull interior design and a price that can climb rapidly. It warrants a TCC Rating of 6.2 out of 10. (Read more about how we rate cars.)

What’s new for the 2023 Cadillac XT4?

The XT4 sees no major changes for 2023. Luxury, Premium Luxury, and Sport trim levels carry over. 

This small crossover SUV wears clean, simple lines outside, with just enough rugged cues (we’re looking at you, unpainted fender flares) to fit the SUV mold. It’s less impressive inside, though a good infotainment system helps out.

Either the front or all four wheels are driven by a 235-hp 2.0-liter turbo-4 paired with a 9-speed automatic transmission. It’s not a groundbreaking setup, but it endows the XT4 with good acceleration and so-so 25 mpg combined fuel economy. Ride and handling are par for the course, and the XT4 has a hefty feel thanks to a relatively portly curb weight. It’s a little more fun in Sport guise with available adaptive dampers, but the XT4 doesn’t quite match its German competition for outright fun.

The XT4’s cabin is spacious and functional, if not terribly upscale. Good crash-test results and a wide array of crash-avoidance tech add appeal. 

How much does the 2023 Cadillac XT4 cost?

The 2023 XT4 costs $37,490, including a $1,195 destination fee. AWD adds $2,500 to any trim. 

For that money, the XT4 comes with power-adjustable front seats wrapped in synthetic leather, an 8.0-inch touchscreen, wireless Apple CarPlay and Android Auto, and a few other niceties.

The Sport costs $44,490, but options and packages easily tip it over $50,000.  It’s best appreciated in base Luxury trim, and even with all-wheel drive the XT4 can be kept to around $45,000. 

Where is the 2023 Cadillac XT4 made?

In Kansas City, Kansas.