The Trillium Automobile Dealers Association on Wednesday launched a website – AutoLife.ca – designed to provide consumers with ways to learn and share their experience with automobiles and, in turn, help the industry learn about drivers and their lifestyles.
TADA represents more than 1,000 new-car dealers in Ontario.
AutoLife.ca is an idea conceived by Dave McClean, marketing director of Toronto’s Canadian International AutoShow. He said the website will be unlike anything else because it will keep consumers’ interest engaged in automobiles beyond just buying and selling cars and purchasing insurance.
“It’s not just about cars, it’s about people and what they do with cars and their lifestyle,” McClean told Automotive News Canada. “It means how many ways does that automobile touch your life and how many ways do you experience things in life using an automobile.
“The way you perceive an automobile and utilize an automobile and value an automobile is completely different than the way I do. Our journeys are going to be a little bit different. It’s imperative [that the industry] has greater insight into what this journey is going to look like for consumers and what can we learn from them by their own behaviour and voluntary supply of information.”
The website will provide original content, aggregate stories and interests from other sources and encourage consumers to provide their own stories.
TADA Executive Director Todd Bourgon said the website is something that the car industry and consumers need.
“Consumers need to be able go to a one-stop-shop environment where they feel that they have a trust relationship and the experiences are what they’re asking for and not what we are telling them what they want and need to have,” he said. “We’re excited for what this will bring to the automotive community and what it will bring to the automotive retail community as well.”
Bourgon said AutoLife.ca will remain a standalone brand, but will have a connection to the Canadian International AutoShow’s website.
“It’s to give consumers a different experience that they can source on their own time 11½ months of the year,” he said. “The AutoShow is a completely different product than this is. We can’t pretend that one is going to replace the other. It won’t and it shouldn’t and that’s not the intent.”