Michael Maroone, president of Fort Lauderdale, Fla.-based AutoNation Inc., hopes to sell cars online one day.
Of course, AutoNation, which runs Buena Park’s House of Imports and other local dealerships, already lets people shop for cars online.
But they aren’t really buying online, Maroone said.
“People are shopping online and still coming into the dealerships,” he said.
Maroone said he expects that to change. The whole sale eventually will take place online, he said. When that happens, AutoNation should be able to sell cars for less, according to Maroone.
AutoNation tops Wards Auto’s recent list of the top 100 online auto dealers.
Power Toyota Irvine was the highest ranking Orange County dealership on the list at No. 12. The AutoNation dealership sold 2,011 new autos and 396 used autos last year,or at least it generated online leads for those sales.
In OC, AutoNation has 12 dealerships doing about $1.1 billion in yearly sales. About 65% of the company’s $19 billion in revenue comes from Southern California, Texas and Florida.
AutoNation is the largest auto dealer group in OC and competes with hometown players, such as David Wilson, who owns dealerships including Toyota of Orange, and Damon Shelly, owner of Shelly BMW in Buena Park.
Other than luxury dealerships House of Imports and Newport Auto Center, most of AutoNation’s dealerships here fall under the Power name, including: Power Volvo Irvine; Power Toyota Irvine; Power Toyota Buena Park; Power Nissan Irvine; Power Honda Costa Mesa; Power Ford Tustin; Power Ford Huntington Beach; and Power Chevrolet Irvine.
Costa Mesa Infiniti and Infiniti Tustin round out AutoNation’s dealerships here.
House of Imports sells Mercedes-Benz and is the fourth largest dealer in OC with yearly sales of $260 million, according to the Business Journal’s list. Newport Auto Center on Pacific Coast Highway sells Bentley, Porsche and Audi and is the 13th largest dealer here with $131.5 million in yearly sales.
About 70% of AutoNation’s customers use the Internet to shop, Maroone said. AutoNation gets online shoppers via Web sites such as Chicago-based Cars.com and Irvine’s Autobytel Inc. Dealers pay Autobytel a fee of about $25 per lead.
AutoNation also has a referral site, autousa.com. Like Autobytel, customers go there, shop for a car and get referred to a dealership.
The company’s dealerships also sell used cars online. With those, you have to post more photos, including several interior shots, Maroone said.
Coming up on search engines is key, according to Maroone. AutoNation is acquiring search engine key words, which drives traffic to dealerships, he said.
AutoNation could buy more dealerships in OC, Maroone said.
“We look at them on a case by case basis,” he said. “We look at all franchises.”
Ferrari, Maserati on PCH
Costa Mesa-based Ferrari & Maserati of Orange County opened Ferrari of Newport Beach and Maserati of Newport Beach on Pacific Coast Highway.
Creek at South Coast
Women’s clothing and accessories retailer Coldwater Creek has opened a 6,100-square-foot store at South Coast Plaza in the Crate & Barrel/Macy’s Home Store wing. The store is larger than the average Coldwater Creek, which is about 5,500 square feet.
About 1.5 million Coldwater Creek Internet and catalog customers live within an hour of South Coast Plaza, according to the retailer.
Sandpoint, Idaho-based Coldwater Creek had 179 stores in 2005 and is adding 65 this year. Coldwater also is testing a spa in six locations.
Coldwater Creek also has a store at The Shops at Mission Viejo.
Something for Guys
Crystal Cove Promenade has a new boutique. Novecento for Men opened next to Novecento, a women’s European boutique. Malika and Alex Towhidian own both stores.
Novecento for Men carries exclusive collections,Gianni Viera, Just Cavalli, Matteo di Rota, Parasusco and Jetlag.
Newport Retail Shifts
At-Ease Women’s store has moved to Corona del Mar Plaza from Fashion Island. Ligne Roset, a contemporary French furniture store, is taking over the former At-Ease space this summer. Barnes & Noble is set to open this month at its new Atrium Court at Fashion Island.
OC Wineries
Local vineyards started producing wine in the 1800s. Today there are wineries in Laguna Beach, Newport Beach and Trabuco Canyon, according to the book, “Hidden Wineries of Southern California.” Author MaDonna White is set to appear at Borders in Mission Viejo on Saturday.
