Ford.com.mx is the first fully enabled vehicle e-commerce website within Ford Motor company. Since the site's inception in 1999 it has sold more vehicles online than any other Ford website in the world. Currently in Mexico, 3% of total vehicle sales are generated through the site, making it the largest dealership in the country. Customer satisfaction with the site and sales experience is consistantly 5 points higher than traditional dealership satisfaction. There are a number of key site functions and customers react positively when asked about the site. E-Price Strategy provides customers with a consistent, no-barter price point for the majority of the vehicles on the site. In addition, through the use of 3rd party vehicle data provided by Jato (an objective source) customers are able to compare the Ford they are interested in against any other vehicle make and model in Mexico, including the price. Unlike the traditional branded vehicle websites, customers can do all the comparison-shopping they need without ever leaving the site. This embracement of transparent marketing has been well received by the marketplace.