Ford Web Site Lets Shoppers Compare

In an attempt to lure consumers from independent online shopping services, Ford Motor Co.’s Irvine-based Lincoln Mercury unit on Friday updated its Internet sites to become the first auto maker to let customers compare their cars to competitors’ models.

Ford, the No. 2 auto maker, said its Lincoln and Mercury Web sites will let consumers research other auto makers’ models, including prices and features, through data from carclub.com, a San Francisco firm in which Ford has a minority stake. Customers can also schedule test-drives at Lincoln or Mercury dealerships through the sites.

Auto makers are bolstering their Web sites to head off competition from dealer-referral sites such as Irvine-based Autobytel.com Inc. and direct-sales sites such as closely held CarsDirect.com.

General Motors Corp. in August created an Internet unit to focus on electronic commerce. Ford and Microsoft Corp.’s MSN CarPoint last month formed a venture to let the auto maker build cars based on online orders. DaimlerChrysler AG also is redesigning its Internet site.

The Lincoln Web site is at https://www.lincolnvehicles.com. Mercury’s site is at https://www.mercuryvehicles.com.

Autobytel, which earlier in the week saw its stock soar 47% when it unveiled the first online auction of new and used vehicles, saw its stock price fall back on Friday, dipping $3.38, or 17%, to $16.13 in heavy Nasdaq trading.