3. Vella, Online, Souped up, and Making Tracks, 2007

3. Vella, Online, Souped up, and Making Tracks, 2007 -...

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Online, Souped Up, and Making Tracks Web pioneer Edmunds continues to set the pace for all things online about cars by Matt Vella It's 8:40 a.m., and the staff of Edmunds is already rowdy. Chief Executive Jeremy Anwyl is calling new hires to the center of the room, a vast, loft-like space that forms the core of the company's Santa Monica (Calif.) headquarters. Each new employee in turn, from every level and every department, is met with applause and raucous hoots from a crowd of several hundred, as well as by digitally transmitted cheers from a satellite office in suburban Detroit, connected via videoconference. The weekly welcoming ceremony is emblematic of the open culture and rapid growth of the automotive Web publisher. Edmunds started in 1966 as a publisher of booklets packed with automotive specifications intended to help car shoppers make buying decisions. In 1995 its Web site was launched as a trial balloon by a skunk works team of employees. Since then, Edmunds has developed into the go-to online resource for car buyers and enthusiasts. "It's become the
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3. Vella, Online, Souped up, and Making Tracks, 2007 -...

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