CalCruising Announces New Website; Classic Cars Cruise the Internet Highway

Business Wire, Oct 23, 2000

Business/Automotive Editors

RANCHO SANTA FE, Calif.--(BUSINESS WIRE)--Oct. 23, 2000

With a simple idea, CalCruising has built a million-dollar business in just less than 14 months. Located in Rancho Santa Fe, California, CalCruising has been successfully auctioning classic cars on the Internet for some time now.

CalCruising is part of a new trend in the online community. Hosting auctions directly from their own web site has enabled CalCruising to create a brand name while successfully selling vehicles. CalCruising only sells online and operates out of a small facility in Southern California.

Previously, CalCruising would auction their vehicles on sites like Ebay, Yahoo, and Hemmings. Although they have had success with these sites, they were unable to create an identity for their company. Founder and President Michael Schriner says, "Classic Cars are high ticket items and it is important to represent them correctly. On Ebay, and other auction sites we felt that most classic car auctions were not well presented, and that the buyers needed much more information before they could bid with confidence."

Schriner recognized the need for an Internet auction site where classic cars would be qualified first before going up on auction. "We knew that the cars needed to be presented in a consistent and detailed format. We also knew that cars from Southern California would be much more desirable than cars from other areas of the country. Since there were no sites out there that offered these features, I decided to create my own."

That's when Schriner contacted Bidland Systems to utilize their online software that allows CalCruising to host auctions directly from their own web site. "Bidland is the next wave of technology for online auctions -- once we started using their software our sales jumped," said Schriner. Bidland Systems offers individual web sites seamless software integration. This allows companies like CalCruising to create there own customized auction site.

Classic Cars have quickly become a favorite on the Internet and CalCruising has become a recognized name. Traditionally, Classic Cars have sold at regional auctions hosted by Kruse International, Barret Jackson, or other auction companies. These auctions are held outdoors several times a year. The problem according to Schriner is, "if you are always busy you can't find the time to attend these auctions. If you miss one you usually have to wait another several months before the next one is held."

CalCruising has proven to be a great online alternative to these regional auctions. With their strategic location in San Diego they have access to the finest classic cars in the country. Now bidding on a classic car is as easy as sitting at your computer and pushing a button. With auctions running 24 hours a day, 7 days a week, it's much easier to shop from your computer than jumping on a plane.

CalCruising only auctions classics vehicles that they have first thoroughly checked. "Our members rely on us to make sure the cars are solid and in overall good to excellent condition. By providing them with good cars we make sure they stay our customers for a long time," said Schriner. Just read the member feedback on CalCruising and you will get an idea of what the majority of their customers are saying.

With sales expected to climb over three million dollars next year and membership to increase to 10,000, CalCruising is also experiencing its share of growing pains. Schriner goes on to say, "I started CalCruising with limited resources and as our membership grows our customers expect to see more vehicles go up on auction." Currently CalCruising runs an average of 15 auctions every 10 days. "Our site is designed to run as many as 100 auctions at a time but we simply do not have the recourses and manpower to handle that kind of growth. We always felt that once we grew the CalCruising Auction Site to a certain level that we would be a desirable acquisition for a larger, well funded company."

Well, maybe there is the perfect fit out there for CalCruising. But, in the meantime, with over a million dollars in sales, a profitable bottom line, and 5,000 active members, they are cruising the Internet Highway.