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Tuesday, January 25, 2022

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    Rocket Auto launches consumer-facing online vehicle marketplace

    Detroit — Rocket Auto on Tuesday launched an online vehicle marketplace for consumers, the latest step forward in the company’s nascent push to become a major player in the automotive retail space.

    The company, which is under the umbrella of billionaire Detroit businessman Dan Gilbert’s Rocket Companies Inc., announced that RocketAuto.com went live with inventory of some 35,000 vehicles listed by more than 300 auto dealers across the country. The company expects its inventory to grow as additional dealerships join the platform, with “many large dealer groups … already committed to the platform,” according to Rocket Auto CEO Victor You.

    “Consumers have always wanted a better search and selection experience as they navigate through marketplaces,” You said in an interview Tuesday.

    But oftentimes, he said, customers start the car-buying process before they’re quite ready to buy. So where competing marketplaces might send a customer directly to a dealership for assistance, You said, Rocket instead allows the customer to navigate the process on their own and then come to the dealership when they’re actually ready to close the sale.

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