Ford, AutoTrader.com Team to Display Used Cars on Web

Extending its Internet reach to the 40-million-plus annual used-car market, Ford Motor Co. said Tuesday that it is partnering with AutoTrader.com to display Ford dealers’ used cars on the Web.

The pairing of AutoTrader.com and FordDirect.com, which is a joint venture between Ford and its dealers, should at least double dealers’ online offerings by adding their used-car inventory, said Devon Cohen, chief executive of FordDirect. Shoppers will be able to see all of a dealers’ used cars, including non-Ford brands.

The venture comes at a time when other used-car Web sites have found it difficult to stay in business. Most recently, San Francisco-based IMotors.com, which sought out used cars to customers’ precise specifications, shut down for lack of capital.

Under the agreement, used vehicles on Ford dealers’ lots will be made available to AutoTrader.com, thus expanding the dealers’ online reach. AutoTrader says it generates 5 million visitors a month.

FordDirect will pay fees to AutoTrader based on sales, but the two sides would not give further details.