Phone: 630-495-2282 Fax: 630-495-2260 Map/Directions

'Hack-O-Motive' to identify, overcome car-buying obstacles, shatter status quo

February 1, 2013
Auto industry insiders, car buyers and other innovative thinkers will gather in Santa Monica, Calif., Feb. 27-28 for “Hack-O-Motive,” an event organized by that aims to re-imagine the car shopping experience by bringing together consumers, dealers, manufacturers, designers and technologists to shatter the status quo. 
“A car purchase is one of the biggest financial decisions for most people, and it’s still an unpleasant, anxiety-filled experience that has changed little even with the benefit of online resources,” says Philip Potloff, chief information officer at 
“By bringing together the right mix of bold thought leaders and automotive experts,” Potloff said, “we believe we can reinvent the car-buying experience from the ground up.” 
Hack-O-Motive participants will be divided into teams that are drawn toward a particular issue within the car-buying process, and then given a chance to develop a prototype to solve the problem. At the end of the second day, teams will present their prototypes to a panel of judges, who will award the winning team $10,000. The two runners-up will win $5,000 and $3,000. 
“Hack-O-Motive” marks’s first hack event open to participants from outside the company. In previous internal Hack Days, employees successfully created real-world solutions for challenges regularly encountered by consumers, dealers and automakers. 
Many of’s car-buying products are born through these events. 
More details can be found at