The national OMM (Other Makes and Models) programs available today like Motor Trend Certified and CarMark Certified, increase consumer confidence and build additional value and profitability to the dealer.
Norcross, GA (PRWEB) November 19, 2010
On November 11, Larry Dorfman, Chairman/CEO of EasyCare, participated in a panel discussion entitled "Certified Pre-Owned - The Important Role of Certified Pre-Owned Vehicles in the Remarketing Life Cycle for Dealers, Factories and Financial Interests". Joining Chuck Yaeger of Lexus Certified, Craig Martinez of JM Lexus, Larry Pryg of GM Certified, and Kraig Quisenberry of Bay Ford, Mr. Dorfman discussed how strong CPO programs benefit consumers, dealers, and auto manufacturers.
Dorfman stressed the importance of effectively communicating the value of CPO early and often with the consumer, stating, "Research is showing that most consumers are still learning about their certified options for the first time at the dealership. Brands like Toyota and Lexus are really building awareness with strong advertising and that's important, but it's still critical to have strong training at the dealership level with sales associates and managers to enable them to communicate the real value in a certified vehicle. Unless the customer understands the extra value they are getting, the investment in certification becomes nothing more than an expense."
This was supported by Chuck Yaeger, Certified Pre-Owned Manager, Lexus, "You can see this online, where customers are not typing 'Certified' into Google, they're searching 'used cars'."
Added Kraig Quisenberry from Bay Ford, "Customers are exceptionally receptive, I can’t even measure how receptive they are, once the Certified discussion is opened up. The response is incredible." He continued, "At the Ford store we're certifying Fords, not certifying off-make, and we have a lot of off-make inventory. Would that be a value-add, would it give us a competitive advantage? It probably would."
Further, Dorfman emphasized the importance of offering OMM (Other Makes and Models) certification as a complement to OEM certification. "There's no question that every dealer should certify his qualifying franchise vehicles with his manufacturer's program. It benefits his customers, and the factories provide strong support such as additional allowance and rate subventions, etc. For the non-franchise OMM vehicles on the lot, the dealer should choose a complementary program with solid, fully-insured warranty coverage. Some dealers may choose to build their own programs, but the national programs available today like Motor Trend Certified and CarMark Certified, increase consumer confidence and build additional value and profitability to the dealer.
The CPO & National Remarketing Conferences are the leading annual events bringing together industry leaders in the Used Vehicle & Remarketing marketplace for the purpose of dialog and idea exchange. The events are produced by Auto Remarketing, the top media brand in the wide-ranging Pre-Owned Industry. For more information on this year's conferences in San Diego, CA, lead sponsored by AutoTrader.com and SmartAuction, please visit http://www.autoremarketing.com.
About EasyCare, an Automobile Protection Corporation – APCO Brand
Founded in 1984, Automobile Protection Corporation – APCO is the leading independent provider of automotive benefits specifically created to enhance a consumer’s vehicle buying and ownership experience in ways that create long-term bonds between the consumer and their dealership. APCO’s benefits are provided under the EasyCare brand as well as on behalf of some of the most preeminent manufacturers in the automotive industry, including Jaguar, Land Rover, Mazda and Volvo. EasyCare benefits include Vehicle Service Contracts, Dent Removal Coverage, GAP Insurance, Key Replacement Coverage and Personal Concierge Service.
EasyCare is also the only vehicle service contract provider to have been designated both a “MOTOR TREND Recommended Best Buy” and to maintain a Better Business Bureau rating of A+. With over 2.8 million contracts currently in force, APCO has paid over $2 Billion in claims, approximately $180 Million of which were in the last 12 months. EasyCare is the exclusive provider of the MOTOR TREND Certified Advantage program, “a better way to buy a better car,” that allows franchise dealers to provide a highly valued certification program for their non-franchise pre-owned vehicles. Please visit http://www.easycare.com.
Jennifer Silverberg, VP, Marketing and Customer Experience
678-225-1000 x2172; jsilverberg(at)easycare(dot)com
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