Keith Norton

So you need to compete against them both on price and technology.

That's what Ford says it's doing with this because of the approach they've taken.

It's not just an affordable vehicle, they say, but it's a desirable vehicle with lots of good features.

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Yeah, so, I mean, it's certified used vehicles from Ford initially.

Hyundai does new vehicles through Amazon.

And, yeah, it is your very familiar, you know, add to my cart kind of Amazon experience.

You can do the financing.

You can browse the site and pick your car.

And then you pick it up from a dealer.

You do the final paperwork at the dealer.

You can do a test drive at the dealer if you'd like to as well.

Yeah, I mean, they are Amazon, right?

So if they really get into this and that is their goal, they could become a very significant player.

So you saw those two, Carvana and CarMax, dropped initially on the news, although Carvana is back up again.

So, you know, I think it does stimulate interest in the category of online car buying, which a lot of consumers, you know, it sounds good to them because it reduces the hassle, reduces the time.