EXTON, Pa. -

Cox Automotive’s HomeNet Automotive said Tuesday it is launching a rebranding campaign.

The project is designed to help dealers and HomeNet partners improve online vehicle merchandising efforts, the company said in a news release.

It plans to take “a more prominent role in providing services that help (dealers) achieve their dealership objectives,” HomeNet said.

“It’s becoming increasingly important for dealers to showcase their online vehicle listings in the content-rich manner today’s customers expect, and in the places where they shop,” HomeNet vice president and general manager John Hensman said in a news release.

“This means dealers need to take their online merchandising to the next level — with highly impactful and visible listings that include compelling photos, comments, pricing, and new technology like videos and 360-degree photos. That’s where HomeNet comes in,” he said.

The merchandising platform of HomeNet processes 7.8 million unique cars each day, the company said.  It was founded in 1999 and was acquired by Autotrader in late 2010. Their parent company Cox Automotive officially formed in 2014. HomeNet is located in Exton, Pa., which is roughly 33 miles west of Philadelphia.

Randy Kobat, who is senior vice president for vAuto and HomeNet, said in the news release: “HomeNet has quietly become the retail automotive industry’s primary pipeline for getting vehicles listed online efficiently and merchandised the way today’s customers expect.

“In today’s margin-compressed market, it’s imperative for dealers to turn inventory quickly to maximize profitability. HomeNet’s merchandising services use smart automation to help dealers get their inventory in front of the market faster, with less manual effort.”