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Manheim Interactive: Selling Cars Online

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Document pages: 13 pages

Abstract: Manheim Interactive is a subsidiary of Manheim Auctions, a 55-year old brickand-mortar firm that is the number one player in offline vehicle remarketing. Since 1996, Manheim has been remarketing used automobiles over the Internet. Manheim Interactive has found that the strength of the Manheim Auctions brand and the confidence and trust that independent car dealers have in Manheim Auctions has been pivotal in increasing the number of cars sold online from 62 to in 1996 to 100,000 cars with a value of $1.5 billion in 2000. The case study describes the online services offered, the approach to managing the online bus iness, the relationship with the physical auctions business, the IT Infrastructure & applications that deliver the online services, and the metrics used to measure the success of Manheim Interactive.

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