Driving the Car Care Revolution

"What is the big deal about the Internet?" Ken Brookings, president of iCARumba, asked ACC attendees. "The Internet is humanizing the transactional world."

According to Brookings, the Internet is not about routers, URLs and browsers, but about a new means of communication, redefining the marketplace, and shifting the power from the supply side to the demand side.

As Brookings saw it, the automotive service industry is defined by three fundamental problems: the lack of customer empowerment has created cynicism; service providers are not rewarded for good jobs; and suppliers cannot access a too-fragmented market.

He hopes that the Internet, and iCARumba, is a solution to these issues. He spoke extensively about iCARumba, and how it is working to change service provider relationships with suppliers and customers. iCARumba allows car owners to type in car problems at the site (iCARumba.com) and the site then offers a general assessment. The car owner then asks for repair shop recommendations, and iCARumba recommends one based on price, expertise, customer reviews, and convenience. The site also allows the service provider to order directly from the supplier, and enhances the complete value chain.

As Brookings put it, "iCARumba.com is an online automotive services community thoughtfully bringing together car owners, service providers, and industry suppliers."

The best hope for the Internet is that it will make the automotive aftermarket a better place for everyone involved, and that the problems often cited in relation to the industry can be fixed at a fundamental level, not just patched up.

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