Irvine-based Autobytel Inc. plans to start another site for auto shoppers, MyRide.com, in the spring. The company hopes to put its old self behind it with the site.
Autobytel has been through turmoil in recent years. In 2005, former chief financial officer Hoshi Printer stepped down after the company said it needed to restate financial reports going back to 2002. Chief executive Jeffrey Schwartz resigned shortly after Printer.
Last year, James Riesenbach, former executive at Time Warner Inc.’s AOL auto unit, took over. Earlier this year, the company hired Monty Houdeshell as its financial chief.
Riesenbach has been making changes.
The company, which has about 370 workers, has been trying to do too many things with too few resources, Riesenbach said.
Autobytel’s new focus is on providing consumer research sites for new and used cars and gaining more business from auto dealers.
Riesenbach wants to boost the company’s advertising revenue from dealers. Up to now, automakers have advertised on Autobytel’s sites, which include carsmart.com and car.com. But auto dealers are moving more of their spending to the Web, he said.
About 20% of Autobytel’s $115 million in yearly revenue comes from ads. The bulk, 60%, comes from auto buyer leads the sites generate for dealers. The rest comes from sales of Autobytel’s customer management software.
Dealers pay Autobytel about $20 to $25 per lead. In 1996, Autobytel generated about 15,000 leads. In 2006, nearly 3 million leads were produced for auto dealers.
One of Riesenbach’s first moves was selling off Autobytel’s Automotive Information Center unit, which researched and created content for Autobytel’s sites, to Southfield, Mich.-based R.L. Polk & Co.
Autobytel now is licensing the content from Polk. Riesenbach said the unit was one that wasn’t integral to its new focus.
Autobytel’s aim is to make MyRide.com more visually appealing and distinguishable from other consumer auto research sites, such as Irvine’s Kelley Blue Book’s kbb.com or that of Santa Monica-based Edmunds Inc. MyRide will have more photos.
“The site’s always going to feel fresh and alive,” he said.
Autobytel’s other sites are getting the MyRide.com look.
At MyRide, customers will be able to search Autobytel’s network of dealers as well as the rest of the Internet, including other automotive sites. Network dealers will show up first in search returns and dealers don’t pay until they get a qualified lead.
It’s 100% performance-based for the dealers, Riesenbach said. Autobytel previewed the site at the recent National Auto Dealers Association meeting in Las Vegas.
The company hasn’t yet signed up dealers. It will be working on that this month.
Customers can send an e-mail to a dealer or call a toll-free number. When the customer stays on the line for 30 seconds or longer, that qualifies as a lead. The dealer then would be charged $20 to $25.
An auto parts and accessories company is set to provide content for that section of MyRide.com. Autobytel hasn’t announced its partner yet.
The site will have some “social networking” such as user videos and blogs. Consumers will be able to comment on vehicles or talk about modifying cars. Autobytel also will continue to post its own short reviews as well as gather and list reviews from auto magazines and blogs.
Surf City Series
Downtown Huntington Beach businesses will put on their first series of events this month with Surf City Nights.
There will be a farmer’s market on the east sidewalk. The second and third blocks up from Main Street and Pacific Coast Highway will be closed. The series, designed to draw more business to the downtown area, will be held on Tuesday nights starting March 6.
About a dozen street performers are set to entertain. Local businesses tapped the pool of street performers who entertain at Santa Monica’s Third Street Promenade. Students at Orange County High School of the Arts also are set to sing and dance downtown starting March 27.
In May, the event will be switched to the weekends and more closures will be tested for five weekends.
Downtown businesses are spending about $300,000 on the series, said Connie Pedenko, executive director of the business improvement district.
The district is looking to switch to not-for-profit status to run more like a chamber of commerce. Pedenko has a background in chambers. The business improvement district is funded by the businesses, which pay an annual fee based on store square footage and other criteria. The city collects the fees.
This is the first time the business improvement district has an executive director.
Celle Boutique
Designer Christiane Celle is opening a women’s clothing, accessories and perfume store at South Coast Plaza in April. The 2,500-square-foot store will be near Carousel Court on the first floor. The boutique, Calypso Christiane Celle, is an exclusive to Orange County.
Celle, a French designer, is known for her beachwear. Some of the brands sold at the store include Jacqueline Schnabel shoes, Boem, Jack Rodgers, Butter and Anna Corinna Handbags.
The boutique has two other California stores: Santa Monica and West Hollywood.
The chain is projected to have $100 million in annual sales this year, according to Women’s Wear Daily. The stores do no less than $1,000 per square foot in sales.
More South Coast Plaza
Shoe designer Steve Madden will be at Macy’s South Coast Plaza on Saturday. Madden will be signing free T-shirts. Also that day at Macy’s, Seventeen magazine is be putting on a fashion show,Prom 2007,in the Macy’s juniors department.
Pacific Whey Cafe now is open at the shopping center.
