Detroit Trading Co. has made its way by simplifying the process of buying a car with technology. Now the Southfield-based business is looking to do so in a more traditional way by creating one-stop shopping.
"We're looking for ways to turn the car-shopping process on its head and make it fun at the same time," says Matt Clayson, vice president and general counsel for the
Detroit Trading Co.
The 10-year-old company got its start creating technology platforms that gathered, analyzed, and organized Internet sales leads for car dealers. It sold them on an exchange to automotive dealerships. Now it's looking to bring auto buyers a more real-life experience.
Detroit Trading Co. is building out what it calls an experiential center. Essentially that means a showroom that features a variety of vehicle brands. Today auto buyers have to travel to different dealerships to see different brands of cars. Detroit Trading Co leverages its connections in the auto dealership world to bring all of those brands under one roof.
"You can see Chevy, Ford, Honda, and Mazda in the same area," Clayson says. "You can see what works best for you."
So customers can try out a variety of SUVs from different brands without going to multiple dealerships. If they find one they want to buy they are referred to a participating automotive dealership.
"The dealership is still the final destination," Clayson says.
Detroit Trading Co. employs 47 people between its Southfield headquarters and its new office in downtown Detroit. It has hired 20 people over the last year, mainly to staff its call center. It is also looking to hire seven more people in data analytics and digital strategies.
Source: Matt Clayson, vice president & general counsel for the Detroit Trading Co
Writer: Jon Zemke
Read more about Metro Detroit's growing entrepreneurial ecosystem at SEMichiganStartup.com.
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