This site exists for two primary purposes. First, and foremost, it amazes me that car manufacturers don't take better advantage of the power afforded to them by the World Wide Web to provide thorough insight into the products they sell.

Today, if you visit a typical automobile manufacturer's Website, you are able to see a reasonable amount of photography and read a reasonable amount of content related to a particular model. However, I expect there are many others like me who wish they could gain access to exhaustive details and imagery related to a particular car, especially when they are trying to learn about something specific. The Web has the potential to satiate the needs of these people.

Take, for example, the Navigation system in my Expedition. Other than going to a dealer and asking to poke around with one, about all I could find out about it is that A) there is one available for my automobile and B) I found a couple images of the dash which had one installed. That's it. No details on what it can do or perspective of any sort that might make me more interested in obtaining one.

I'll admit, I am a geek, so that makes me naturally more enthusiastic about and receptive to technology than typical folks. However, if Ford took the time to provide a FLASH version of the nav system online, I would have played with and learned about it and susequently have been even more interested in finding a vehicle with that option (it's a $2000 option...cha ching...that is some serious coin that Ford could be making off more folks). And for the typical person, they might find some legitimately compelling features that convince them to opt for this feature as well.

Automobile companies, take note: You already know that 90+ percent of car buyers research them online before making a purchase. You need to be thinking about taking your sites to the next level. Just as performance and ammenity expectations by consumers continually increase for cars, so do consumer's expectations of what they should be able to find online.

The second reason this site exists is to contribute to a community of people who have this same automobile. Perhaps together we will benefit from sharing experiences and opinions that may make our lives a little easier in some way. To that extent, if you wish to contribute in any way to this site, please let me know.

Ben Friedman
Atlanta, Georgia