February 3, 2000

Ten Fast Facts

Carlink WHO: A division of Ocentrix, a privately held integrated computer services company founded in 1999. WHAT: Helps consumers shop for cars over the Internet. WHERE: Downtown Seattle.

Fast Fact #1: Ocentrix will roll out Carlink Feb. 15.

Comment: Carlink's Web site -- carlink.com -- debuted Jan. 1, but sales won't begin for another two weeks. Right now, "we're using it as a tool to draw interest from consumers," says Jake Sudderth, co-president.

Fast Fact #2: Carlink will connect Puget Sound area car buyers and dealers.

Comment: Unlike many of its online rivals, Carlink is not involved in direct sales. "We're not trying to compete with dealers," says Sudderth. "We're trying to educate customers ..."

Fast Fact #3: Carlink's motto is "Drive an easy bargain."

Comment: Carlink will maintain an extensive data base of local car prices. Consumers will be able to search the data base for the best available price on any given car. Sudderth said Carlink will update the data base regularly so buyers can snag "the catch of the day."

Fast Fact #4: Buyers can request a list of participating dealers from Carlink.

Comment: Carlink's Web site won't list participating dealers -- the company doesn't want to offend any dealers who decline to share their prices. However, curious buyers can gain that information by contacting Carlink individually. Sudderth expects that 80-90 percent of the region's 225 dealers will participate.

Fast Fact #5: Buyers must plunk down a $250 credit card deposit.

Comment: The deposit locks in the price. Buyers then print out a purchase certificate to present to the dealer. If the buyer gets cold feet, the deposit is refunded. If the sale goes through, Carlink and the dealer split the deposit. Carlink "buyer advocates" will contact buyers to review the order and make an appointment to pick up the car.

Fast Fact #6: Carlink also will generate revenue by selling advertising on its Web site and in a related print publication.

Comment: The Carlink News is being distributed free on newsracks throughout the region. Sudderth says the marriage of print and Internet products is the wave of the future. Just look at American Online and Time Warner, says Sudderth. Of course, compared to that pairing, "we are like an atom," he notes.

Fast Fact #7: Carlink will focus on regional dealers.

Comment: "We don't want to see somebody have to order a car from a great distance," says Sudderth. "Most consumers want a strong service relationship with a local provider."

Fast Fact 8#: Carlink's is Ocentrix's first foray into the consumer market.

Comment: Ocentrix currently specializes in providing enterprise computing solutions to car, truck, boat, motorcycle and RV dealers. Services range from designing Web sites to managing data bases.

Fast Fact 9#: Ocentrix plans to launch Carlink sites throughout the country.

Comments: Jerry Spears, vice president of sales and marketing, said he'd be surprised if the company did not have a strong presence all along the West Coast "by the end of the year." Spears once owned Porsche-Audi and Mercedes Benz dealerships in Los Angeles.

Fast Fact 10#: Ocentrix will apply the Carlink model to other consumer products.

Comment: Sites for boats, motorcycles and trucks are being developed right now, says Sudderth. The company's founding investors prefer to remain anonymous, he says. For now, their exit strategy -- IPO or acquisition -- remains undefined as they focus on growing their business

Previous columns:

• Ten Fast Facts, 01-27-2000
• Ten Fast Facts, 01-20-2000
• Ten Fast Facts, 01-13-2000
• Ten Fast Facts, 12-09-1999
• Ten Fast Facts, 12-02-1999
• Ten Fast Facts, 11-25-1999
• Ten Fast Facts, 11-18-1999
• Ten Fast Facts, 11-11-1999