In connection with its existing brand extension strategy, AutoNation has launched its fourth wholesale auction.

AutoNation’s new Atlanta auction location in Ellenwood, Ga. joins three other auctions, which are located in Los Angeles; Orlando, Fla.; and Houston.

AutoNation chief executive officer Mike Jackson expressed excitement for the opening of the fourth AutoNation  auction during the retailers’ latest quarterly call.

“We also opened our fourth AutoNation auto auction in Atlanta, Georgia, completing our wholesale network from coast to coast,” Jackson explained.

In conjunction with the latest results from AutoNation's brand extension strategy, Jackson spoke about the new auction's expected impact on used-vehicle operations and two AutoNation USA standalone used-car store developments.

Along with the new Atlanta auction site, AutoNation recently opened its fourth and fifth AutoNation USA stores in and Las Vegas and Katy, Texas, respectively, earlier this year.

As part of AutoNation’s brand extension strategy, Jackson indicated that the new Atlanta auction is now vital to used-vehicle operations at AutoNation.

He explained that “the auction provides a cost-effective outlet for our used-vehicle operations.” During the call, Jackson also confirmed that AutoNation will bring its collision center network count to 80 nationwide by year-end.

Additionally, this month, Auction Edge also announced that it will be the provider of management, online marketing and online selling applications for AutoNation auctions. 

“Our history with Auction Edge, their total package offering from their auction expertise to the latest technology platforms, such as real-time online access and bidding, made it the right strategic choice to support our coast to coast network.” AutoNation senior director of wholesale Lewis Beshoff said in a news release.

Meanwhile, in addition to plans to launch a collision center in Columbus,Ga., later this month, AutoNation opened three Texas collision centers in April, according to Jackson.