OSHKOSH, Wisc. -

DealerFire, a provider of custom automotive websites and digital marketing solutions, launched its first fully responsive automotive website.

Officials highlighted the platform is designed to offer what they said are several industry firsts, including fully redesigned inventory layouts and vehicle detail pages.

DealerFire contends the number of users doing online research on a mobile device increases every year. Therefore, the company believes it is imperative for businesses to utilize adaptive technology in order to display content optimized for different devices.

But as search has evolved, the company thinks the automotive industry has remained stagnant with its online presence overall. DealerFire is now offering a way for dealerships “to break free from” traditional dealer website in order to reach their shoppers across multiple devices while providing a seamless and superior experience for buyers.

“Today DealerFire continues its industry-leading agility to discover, adapt and deliver new technologies to the automotive industry with the release of our responsive websites," DealerFire owner Eric Hoopman said.

“These platform enhancements combined with proven digital marketing strategies will set the stage for our dealer partners' success for years to come,” Hoopman continued.

Hoopman pointed out the advantages of having a responsive website benefit both the dealership and its audience.

He emphasized a responsive site offers consumers increased usability with the same experience whether on a traditional desktop computer, laptop, tablet or even mobile phone.

“The site actually responds to display properly in whatever setting it is called up in,” Hoopman said.

For the dealership, DealerFire explained, it begins with the ease of maintenance of the site itself, as everything runs off a single domain. This is also beneficial from an SEO standpoint, as any redirect issues are eliminated with a single URL.

And with no way of knowing what devices consumers will be using in the coming years, switching to a responsive website now ensures that a dealership will be in a solid online position for the future, according to Hoopman

Rairdon’s Nissan of Auburn was the first dealership to make the commitment to improve its online presence with a DealerFire responsive website.

But more than just being responsive in definition, the new site for this franchised store offers an industry-first perpetual inventory scroll, full site live-search technology as well as cutting edge design that doesn't fall into the “cookie-cutter” look of traditional dealer sites.

“We pride ourselves in providing a solid customer experience across the board — whether in store or online,” Rairdon Auto Group eCommerce director Jon Sherrell said.

“Our new responsive website is consistent with this philosophy,” Sherrell continued. “It is cutting-edge, Nissan-compliant and looks great, raising Rairdon’s Nissan of Auburn to next-level online sales results. It was a pleasure working with DealerFire. Their entire staff is as responsive as their website design, from the top down.”

For more information about DealerFire, visit the company online at www.dealerfire.com or call (877) 828-9719.

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