Designed by Asbury Automotive Group, Clicklane is a new technology that delivers an authentic car buying experience in under 15 minutes. In addition to providing a “penny-perfect” price quote for a new car, the platform includes an automated loan marketplace, home delivery, and a fully interactive vehicle history report. Asbury Automotive Group plans to roll out Clicklane to all of its stores by the end of the first quarter of 2021. The company is also piloting the platform at select locations in the Florida market. The platform is expected to double Asbury’s total revenue from $8 billion in 2020 to $20 billion in 2025. The company has a total of 88 dealerships nationwide.
Asbury partnered with Gubagoo to develop the Clicklane platform. The company’s chief marketing officer explained that the Clicklane platform was more than a portal. The platform is a technology ecosystem, including an automated loan marketplace, a fully interactive vehicle history report, and a variety of F&I products and accessories for consumers to choose from. The company has seen a 260% increase in dealerships using Clicklane since it was introduced in February.
The most intriguing feature of Clicklane is that it is not only a technologically sophisticated vehicle-buying process, but also an online marketing platform for dealerships. According to Asbury, this is because the platform allows for a more cost-effective way to sell inventory online. The company also believes that its Clicklane platform will allow it to expand into more profitable markets without having to open new brick and mortar new car dealerships.
The company has a five-year growth plan that will add $12 billion to its annual revenue, courtesy of the Clicklane platform. The company is on track to reach its stated revenue goals by the end of 2021. According to the company, the Clicklane platform is expected to contribute an “aggressive” five percent to the total number of transactions conducted by the company’s 88 dealerships. The company plans to expand the number of dealerships using the Clicklane platform to more than 200 by the end of the first quarter of 2022. A new strategic partnership with Insignia Group was also announced. The two companies will team up to create a range of vehicle-related accessories. This will include a new vehicle-branded accessory kit for consumers to customize their vehicles. The new kit will include a remote starter, a rearview camera, and a leather seat covering. Asbury is partnering with the Insignia Group on a variety of other product and service-related initiatives. Asbury will also have an active presence at auto shows throughout the year.
Although Asbury has a long way to go before it becomes the next Amazon, Clicklane may just be the harbinger of the brick and mortar car-buying experience. While it is still early days for the Clicklane platform, the company is confident it will soon make its way into more dealerships and consumers’ hearts and minds. The company plans to be at the forefront of the auto industry’s digital transformation, with a focus on offering customers a better customer experience.
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