But not all of the dealers in the traditional franchise system participate. And refranchising isn't the only way auto marketplaces are gaining influence. They're also gaining control over consumers' perceptions of automakers' products. Auto marketplaces are intended to be unbiased sources of information about cars from many makers.
Consumers get candid comparisons of prices and features.
Publicly, carmakers say the marketplaces are just another source of information on their products. But Kirk says GM officials worry about how the marketplaces portray GM's products. Moreover, auto sites don't have any vested interest in promoting GM cars over rival brands. Sources close to GM say the company fears that auto marketplaces could loosen GM's control over the information that reaches consumers. The auto sites maintain they are simply responding to consumers' demands for objectivity.