ATLANTA and WEST CHESTER, Pa. -
In the latest move in a whirlwind of purchases during the last few months, AutoTrader.com revealed Wednesday morning that it is buying HomeNet Automotive, a provider of online inventory management and merchandising solutions. The transaction is likely to close by year’s end, according to officials.
AutoTrader.com plans to run HomeNet as an independent subsidiary. It will be headed up by Bob Landers, who will serve as general manager and vice president of HomeNet.
Landers — who has been a sales executive with AutoTrader.com for 10 years — previously served as vice president of the AutoTrader’s Southeast division. He will replace HomeNet founder and former president and chief executive officer Jesse Biter as HomeNet’s top executive.
Landers’ responsibilities will include overseeing the day-to-day operations and long-term growth of the new acquisition. He will collaborate with other HomeNet leaders
Via the latest acquisition, AutoTrader.com said dealers can manage their inventory and conduct online merchandising more easily and more quickly. It will allow for quicker listing uploads as well as easy updates and adjustments to listings, according to officials.
Also available to dealers will be greater flexibility and control with regards to how their vehicles are showcased on AutoTrader.com.
Officials contend that consumers will benefit from stronger vehicle information, more photographs and dealer comments with listed vehicles as well as improved search capabilities. Moreover, consumers will be provided updates and up-to-date information on a more frequent basis.
Over the last two-and-a-half months, AutoTrader.com has now purchased three auto-related companies. It bought vAuto in September then shared its intentions to buy Kelley Blue Book a little more than a month later.
“We are always looking for opportunities to grow our company, organically or through acquisitions, in ways that will make AutoTrader.com even more valuable to the auto manufacturers and dealers who advertise on our site and to the 15 million-plus consumers who shop for vehicles on our site every month,” shared Chip Perry,  president and CEO of AutoTrader.com. 
“We were fortunate to be in a position to purchase vAuto and to agree to purchase Kelley Blue Book and HomeNet when these companies came available, and we are excited about the value our combined companies can bring to the very competitive automotive shopping and marketing industries,” he added.
Editor’s Note: For more information on this latest acquisition and what it means for AutoTrader.com’s dealer clients, please stay tuned to Auto Remarketing Today.