They decided that the Internet could reduce inefficiencies in connecting buyers and sellers in markets then dominated by classified advertising – verticals such as real estate, automobiles and boats. In a one room office on Post Alley in the middle of Seattle’s iconic Pike Place Market, The Cobalt Group was born on St. Patrick’s Day, with the goal of revolutionizing the way people bought and sold cars. While other Internet start-ups focused on cutting the dealer out of the transaction, Cobalt focused on making connections – connecting shoppers with the dealer and connecting manufacturers with their dealers to provide the shopper a consistent experience.
The early going was difficult. As John would remark later, they were right in identifying the opportunity, but about 10 years early in the timing. Credit cards were maxed out. Staff worked without paychecks. A key early milestone was the company’s success in securing the endorsement of Lexus to deliver websites for its entire dealer network, causing the company to build unique technology to align marketing execution from the manufacturer to the region to the dealer. This landmark alignment model would become the fuel for much of the company’s later success.
The rest is history. Over the years, the company’s solutions have evolved from website technology to an integrated digital marketing and advertising platform, joining ADP Dealer Services in 2010. From its founding to today, vision and innovation have helped Cobalt become and remain the country’s most successful provider of automotive digital marketing solutions.
Client-Centric
At Cobalt, our client-centric culture is a way of life. From the Dealer Feedback wall prominently displayed in the cafeteria, to the Dealer Boot Camp training every new hire attends, to our NPS survey and ongoing customer satisfaction surveys, to hosting frequent dealer events, we don’t just say we care what about dealers; we show it.
These are just a few examples; a client-centric focus is the lynchpin of every team meeting, every product roadmap, and every employee action, day in and day out.
Timeline
Cobalt & ADP: More Vibrant Together
ADP is a market leader, offering comprehensive solutions to improve dealer workflows and daily operations. By adding Cobalt, ADP can now provide seamless consumer experiences, all powered by official business intelligence. Together, the organizations have unmatched capabilities.