The CARFAX Dealer Advantage
CARFAX is at it again. There’s no denying they know how to brand themselves and now they’re offering an additional way for dealers to leverage that brand.
According to Carfax and recent research, more than 80% of used car shoppers that were surveyed said they would prefer to shop at a Carfax Advantage dealership.
As part of the program, participating dealers will have unlimited access to Carfax Vehicle History Reports and Carfax Auction Quick Check, plus a Consumer Information Pack for every car being retailed. Carfax will also be providing enhanced point-of-sale materials for free, including new items that highlight Carfax Advantage dealerships. Could this be their way of making up for the wonderful Carfax Price Calculator ? Doubtful.
From a marketing standpoint – I’m willing to jump on board with something that allows our dealers to differentiate from others. As mentioned, Carfax has done a fine job branding to the consumer so it could only benefit qualified dealers to take advantage of this new Carfax program.
Will you be a Carfax Advantage dealership? And of so – will you advertise it?
Read the Press Release after the jump..
CENTREVILLE, Va. (April 4, 2011) – Carfax is giving dealers a powerful new way to attract customers using the Carfax brand. The Carfax Advantage™ Dealer Program distinguishes Carfax- subscribing dealers that are committed to transparency. Through the program, participating dealers can set themselves apart from their competition. Used car shoppers know they can buy with greater confidence when shopping at any Carfax Advantage dealership.
“Being a Carfax Advantage dealer with unlimited access to Carfax Reports, Carfax has quickly become one of our most valued partners,” said Adam Warmka, general sales manager at Dick Brantmeier Ford Lincoln Kia in Wisconsin. “We use them when we’re buying cars to make sure everything checks out and our salespeople are constantly asking for printed copies so they can show our customers. Every car we list online has a Carfax Report. Carfax is in our advertising, out in front of our dealership and on every car in our inventory. We use them every day.”
According to recent research, more than 80% of used car shoppers surveyed said they would prefer to shop at a Carfax Advantage dealership. Carfax Advantage dealers have another way of building confidence with used car buyers and help customers make faster buying decisions.
“Our participation in the Carfax Advantage program has helped us build credibility with customers,” said Dan Moltz, general manager at Car Center of Waldorf, Md. “We show the Carfax up front on every car. Customers appreciate it and the result is additional sales and higher customer satisfaction. Also, by pulling Carfax Reports prior to buying inventory, we shorten our turn, which we all know increases retained earnings. The more you turn, the more you earn.”
As part of the program, participating dealers have unlimited access to Carfax Vehicle History Reports and Carfax Auction Quick Check, plus a Consumer Information Pack for every car being retailed. Carfax also provides enhanced point-of-sale materials for free, including new items that highlight Carfax Advantage dealerships.
“Transparency greatly influences consumers when making their dealer choice,” said Bill Eager, vice president of Carfax. “Thousands of consumers we tested said that the Carfax Advantage program means trust and confidence. They know immediately that a Carfax Advantage dealer will show them the Carfax. As a result, participating dealers enhance their reputation and sell more cars faster.”
Carfax is the vehicle history expert for used car buyers, sellers and the automotive industry. Carfax created the Vehicle History Report in 1986 and is trusted by dealerships across North America to help acquire, advertise and retail used cars. Carfax is integrated with over 250 acquisition and inventory companies and is the vehicle history provider of choice for 31 manufacturer Certified programs plus 2,000 automotive Web sites.