Online leads for cars are broken. The vast majority of auto shoppers won’t even fill out a request for bid because they think they’ll get inaccurate, incomplete and tardy information from the dealer.

But that doesn’t stop vendors from working on better solutions. Today, Cobalt’s Dealix division rolled out a new leads platform that it claims will transfer leads to dealers almost instantaneously, while “identifying, processing, and delivering higher quality leads.” The new program uses TARGUSinfo On-Demand lead verification services to confirm consumer names, addresses and phone numbers contained within the lead.

Dealix handles nearly one of three auto leads. Its network includes Kelley Blue Book, Edmunds.com, AOL Autos, Yahoo Autos and MSN Autos.

Speaking at Marketplaces 2009 last week, Dealix Executive VP and GM Anna Zornosa noted that “shoppers who aren’t serious or qualified cost money and resources. Dealers need to be able to customize their leads program so it’s relevant to their unique market area, available inventory and sales goals.”

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