Special Coverage

NADA Convention & Exposition

MileOne/Atlantic Automotive is rolling out what it says is the first dealership mobile website for customers searching for new and used cars.

MileOne has 65 dealerships located in Pennsylvania, Maryland and Virginia. According to Ward’s estimates, the company generates approximately $1.3 billion in annual revenue and, is one of the top-10largest franchised dealer groups in the country.

The site gives customers access to all MileOne’s inventory along with photos and directions to each store that customers can access on their mobile device.

Consumers also can calculate payments and download automotive-related ring tones and wallpaper images provided by MileOne to their phones.

Chief Marketing Officer David Metter says he got the idea after seeing Cars.com launch its mobile site last year.

“Being the first dealer group to launch a mobile product, we know we’re early to the market,” Metter says. “But this is the future. MileOne Mobile enhances the experience for anyone looking for a new or used car by placing great information right on their mobile device.”

By the time other dealers begin offering their applications, MileOne hopes to have MileOne Mobile running smoothly, with advanced offerings such as video and robust text messaging capabilities.

Sometime, in 2008, MileOne plans to incorporate short-messaging-service capabilities, in which shoppers can enter onto their mobile devices a SMS number that MileOne places on their print marketing that advertises specific vehicles.

MileOne will then send information about the vehicle directly to the shopper’s mobile device.

Currently, visitors to any MileOne dealership website can click the “Send-To-Mobile” link from any used vehicle listed on the site. MileOne will roll this feature out for their new-car inventory in early 2008.

Once shoppers send the information to their mobile device, a text message appears that highlights the car they have chosen, including price, location, a photo of the car and a phone number for the dealership.

cbanks@wardsauto.com