The Car and Truck Fleet and Leasing Management Magazine

Internet Buying Surges for Honda at Chattanooga Auto Auction

July 29, 2003

Chattanooga Auto Auction posted a record for Honda Financial Services, recording the largest number of bids by and the largest numbers of cars sold to Internet buyers at its June 10th Online Ringman sale. Robert M. Sullivan, Chattanooga’s general managing partner, reports that 745 bids were received via the Internet, exceeding the next highest report by more than 40 percent. A total of 66 vehicles were sold to Internet buyers, besting Chattanooga’s last sale Online Ringman sale for Honda by 22 percent.“We’re pleased to report that our sale results set records not only for Chattanooga Auto Auction but for Honda’s Internet activity around the country,” said Sullivan. “We have dealers who attend the auction for every Honda Financial sale, keeping the excitement high and sales strong. But we’re also fortunate in having an equally loyal group of Internet buyers who participate in our sales using OnLine Ringman. Sullivan reports that dealer attendance was split almost evenly between on-site and Internet buyers at the June 10th sale for Honda Financial Services. Twenty-two dealers attended the sale in the auction lane, while twenty-three dealers participated using OnLine Ringman. Total sale activity that day for Internet buyers topped $877,000. “These results prove that the Internet is an important marketing tool for vehicle sales at the auction,” said Sullivan. “The market for Honda Financial Services vehicles is strong at Chattanooga, and we’re able to expand that market using OnLine Ringman, bringing the auction process to buyers who might not otherwise attend the auction due to the time and expense of long-distance travel. With OnLine Ringman, all a dealer needs is a personal computer and an Internet connection to join with buyers on the auction floor.” Chattanooga Auto Auction holds two sales per month for Honda Financial Services using OnLine Ringman. Any dealer registered at Chattanooga Auto Auction is eligible to participate in an OnLine Ringman sale. More information about OnLine Ringman is on the auction’s website at
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