April 12, 2004, 12:00 AM

CarParts.com gets a makeover and new focus

CarParts.com has re-launched as a targeted site for automotive do-it-yourselfers, leaving the car accessories it used to sell to sister site JCWhitney.com.

Kurt Peters

Executive Editor

CarParts.com has re-launched as a targeted site for automotive do-it-yourselfers, leaving the car accessories it used to sell to sister site JCWhitney.com. Automobile DIYers can find 3 million parts at CarParts.com, the company tells InternetRetailer.com. “This is a business that is really made for the Internet,” says Bill Luth, executive vice president of marketing for J.C. Whitney Inc.

J.C. Whitney acquired the CarParts.com URL nearly two years ago and had offered a mix of OEM parts and accessories until the re-design earlier this year. “We really wanted this to be a niche for the original equipment replacement market,” says Shawn Boler, category manager, replacement parts, for J.C Whitney.

CarParts.com also plans to include repair advice eventually. “The goal of the web site is to provide more value-add to the buyer to help the buyer select and install products,” says Brian Marcus, Internet marketing manager.

CarParts.com uses product data from the Wrenchead Inc. catalog, which lists 45 million automobile parts, accessories and other automotive items. 98% of the products at CarParts.com are fulfilled on a drop-ship basis from manufacturers or distributors.

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