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Amazon next year will allow auto dealers to sell cars through its site, starting with South Korean automaker Hyundai, the company said Thursday.
The company has slowly muscled its way into the car-buying business over the years, launching digital showrooms on its site for shoppers to research and compare vehicles, but not purchase them directly through Amazon. Consumers can also buy car products, such as replacement parts, through its site.
Starting in 2024, Amazon will allow buyers to buy a new car online and then pick it up or have it delivered through their local dealership. Consumers will be able to search for cars available in their area, make a variety, and then pay on Amazon for their preferred payment and financing method. The company said the new feature will “create another way for distributors to spread the word about their variety and offer convenience to their customers. “
Amazon CEO Andy Jassy said the partnership with Hyundai would replace “the ease with which consumers can buy cars online. “As part of the deal, Hyundai will also include Amazon’s Alexa voice assistant in its cars starting in 2025.
Shares of used car dealers such as Carmax and Carvana, as well as those of the nation’s largest publicly traded new car dealerships, Lithia Motors and AutoNation, fell after the announcement. Shares of those corporations closed between 5% and 6% on Thursday.
With this decision, buyers will be able to buy cars on Amazon, but the dealership will still be the final seller. Traditional automakers like Hyundai have complex relationships with dealerships that are backed, in many states, by legislation that makes it difficult, if not illegal, to go through franchised dealerships and sell new cars directly to consumers.
Tesla and other electric vehicle startups such as Rivian have developed workarounds in many states to sell vehicles directly online to consumers. They include originating the sale in states that don’t outlaw the practice, or taking legal action to fight such laws, as they have done in Michigan.
There are less stringent laws regarding used vehicle sales, which makes it easier for companies such as Carvana and others to sell preowned cars and trucks online directly to consumers.
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