In what’s being touted as one of the best marketing investments since the TV ad, auto companies are doing everything they can to acquire the rights to own domain names that point directly to their brand, such as .Mazda or .Nissan.
Something that was previously reserved for only a few organizations like the military (.mil) or government agencies (.gov), these names are selling for $185,000 each.
With the Internet constantly growing at an incredibly fast rate, space for new names becomes tighter. An organization called The Internet Corporation for Assigned Names and Numbers (TICANN) looks after regulation and as of late, they have received an influx of applications from more than 25 companies.
Some names like .auto, for example, are hotly contested but it seems that for the most part automakers will be able to get the names they request.
Car companies say that this new initiative will allow for improved networking, better security and a modernized customer experience. It will also give automakers the ability to categorize enthusiast sites and to keep better tabs on its market which in turn will allow consumers to be able to find the information they are looking for more efficiently.