GrooveCar Direct Adds Priority One Credit Union

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Auto buying resource for nation's credit union industry partners with South Pasadena, CA credit union

GrooveCar Direct (, the leading auto buying resource for the nation’s credit union industry, just announced a partnership with Priority One Credit Union, South Pasadena, CA. (

Auto loans are expected to rev up in 2015, with the economy on the mend and the job market stabilizing, vehicle purchases are expected to rise. With 2014 showing an 11 percent increase in auto loans over 2013, GrooveCar programs are poised to put credit unions in the driver’s seat. “Our program provides credit unions with the tools to grow from within. GrooveCar’s Everything Automotive offers members of credit unions access to: Research and comparison tools, millions of vehicles displayed on-site, build-out features, virtual test drive, car values, history reports and payment calculators,” stated Robert O’Hara, Vice President of Strategic Alliances, GrooveCar.

“GrooveCar provided us with the resources necessary to facilitate an increase in our auto buying portfolios specifically with our existing members. We can use the auto buying data to connect to our members while assisting them with loan options before they visit the dealership,” explained Daniel Ballesteros, Marketing Manager, Priority One Credit Union, adding, “The process of getting the program started with GrooveCar was very seamless and we received positive feedback right away from our members.”

Credit unions gain access to valuable data that connects them with their auto buying members before they visit the dealerships via online buying tools and targeted marketing programs by GrooveCar. This is accomplished by utilizing our customized mobile responsive platform that features advanced resources, tools and inventory that consumers are actively and passionately seeking before they purchase their vehicle. Whether it is from the comfort of their home, or on the go with their mobile device, staying connected with members, from millennials to baby-boomers, throughout the car buying process is critical to any auto loan program.

Priority One Credit Union was established in 1926 as a state-chartered natural person credit union, and has been headquartered in South Pasadena, California since 1990. Priority One Credit Union has three branches in the Los Angeles area, serving a membership of over 24,000 with assets in excess of $153 million.

About GrooveCar:
Founded in 1999, the privately held GrooveCar provides a comprehensive array of automobile and automotive services and products—shopping, buying, leasing, financing, ownership—for credit unions and credit union members, as well as access to motorcycles, recreational vehicles and boats. Additional information may be found at

About GrooveCar Direct:
GrooveCar Direct was created expressively to enable credit unions to develop a revenue generating stream and enhance their ability to secure auto loans. The custom program assists credit unions in realizing quality auto loans through direct and indirect avenues while strengthening member relationships and boosting financial stability. Additional information may be found at

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Karen Johnson
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