Ford Motor has announced that it will begin offering its certified used vehicles “Blue Advantage” through Amazon Autos, a platform launched about 11 months ago that allows consumers to purchase cars from local dealerships.
This new collaboration represents a significant step for the automotive company in its attempt to diversify sales channels, at a time when the used car market shows signs of weakness.
Ford’s proposal focuses on a more limited approach, as it will only present certified used vehicles in three cities: Los Angeles, Seattle, and Dallas.
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In contrast, Hyundai, which has also partnered with Amazon, has adopted a more aggressive strategy, by offering new vehicles in 48 cities across the U.S., with plans to expand its presence to more than 130 locations by August.
Amazon, for its part, is not only looking to compete in the used car sector, but has also established a partnership with Hertz to facilitate the sale of used rental vehicles.
This movement is part of a broader strategy to consolidate its position in a market that is already dominated by competitors like Carvana and CarMax, which have a large market share in the online used car sales.
Despite the market circumstances, Amazon seems to trust that its large scale and consumers’ familiarity with its platform will allow it to take advantage of new opportunities in this sector.
However, the choice to start with a more modest approach instead of a broader launch may be related to the dynamics of a market that is at a turning point and could complicate short-term prospects for new entrants.