PITTSBURGH -

Two-year-old company AutoRef.com revealed today that it is launching its service to shoppers and dealers in Eastern Pennsylvania.

The company noted that its site, which facilitates communication between dealers and shoppers in the market for a new ride, will be available to consumers in the Lehigh Valley, Greater Reading Area, Greater Lancaster Area and Greater Harrisburg Area.

AutoRef.com has been available in the Greater Los Angeles and Pittsburgh markets since 2011, where the company contends it has saved consumers 30 percent more than average car buyers and allowed them to spend 75 percent less time at dealerships.

So, how exactly does it work? What makes it more than just a third-party site?

First, the site “allows you to compare guaranteed, final offers on specific cars from dealerships,” which the company asserts is “going beyond the price estimates provided by many websites.”

Michael Bailey, head of marketing, told Auto Remarketing, “What makes us stand out from other services is our focus on used cars and how we put the negotiation online. We think it's better to give customers and dealers an open space to communicate with each other so buying a used car is more transparent. Our service is free to consumers.

“Because we are a smaller company we are constantly listening to our customers and dealerships and can build new features for them at an accelerated rate,” he added.

Also, the site negates the need for dealer/shopper negotiation in the dealership lots.

“We take the entire process from looking for vehicles to negotiating at the dealership and put it online,” officials noted. 

“Consumers visiting the site can browse through thousands of new and used cars from local dealerships. Consumers don’t have to negotiate at a dealership because it’s done online, making car buying more transparent and less time-consuming,” they continued.

For example, when a dealer is negotiating with a potential buyer on a car’s price, he can throw in extra perks, warranties and accessories, even if he can't come down on the price.

“We completely understand if dealerships have fixed prices. Dealerships can offer customers financing terms to their liking, warranties, dealer perks, accessories and anything else that the customer would like. We have never been just about a lower price, but offering customers exactly what they'd like in their offer,” Bailey commented, noting that there are other ways to get a customer’s attention than just a low price.

Chief executive officer Michael Pena explains, “We help consumers make better decisions. Knowing the ‘out-the-door price’ before stepping foot in a dealership is really powerful.”

Moreover, AutoRef.com has an open platform for dealers where they can see each other’s offers and get a handle on the competition in their particular markets.

“We think it's important to have an open line of communication for customers and dealerships. For dealerships, especially, they can understand their competition but more importantly, respond to customer needs,” Bailey shared.

“Time and time again, it's been proven to us that dealerships that respond quickly to customer inquiries and answer questions or provide what the customer wants in their offers are the ones that win over customers,” he continued.

Bailey also shared a little bit about how the company got its start, noting: “AutoRef got started because our CEO Michael Pena's family had a dealership and he learned about how difficult it was to connect dealers and customers, especially in the used-car space.

“Michael Pena actually had a difficult experience buying a car for his brother, so from that, AutoRef was born. He connected with Todd Medema, our COO from Carnegie Mellon University, and Todd built a technical team capable of building the website,” he continued.

AutoRef plans to expand more in the near future.

“We're going to be in more markets in the Northeast, as well as expanding into the Southwest and the rest of the West Coast in the coming months,” Bailey shared.

Lastly, Bailey explained how dealers can get involved.

“Dealers can sign up for the service at AutoRef.com/Dealers, or they can send us an email at contact@autoref.com to ask questions or address any concerns they have. We are always looking for feedback and advice on how to make the service better,” he concluded.