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CARFAX Grants Bobby Rahal Motorcar Company Advertising Award

October 28, 2003

CARFAX, specializing in the vehicle history report, announced it has presented Bobby Rahal Motorcar Co., of Wexford, Pa., a free broadcast advertising campaign. Bobby Rahal Motorcar Co. won this cooperative ad campaign as part of a contest CARFAX ran for dealers in celebration of its own ad launch.

CARFAX granted Bobby Rahal Motorcar Co. the ability to include a tag on one of CARFAX’s TV ads. The ad ran for the early fall season in the dealer’s market.

The CARFAX/Bobby Rahal Motorcars ad promoted how the dealership runs CARFAX Vehicle History Reports on every Starmark pre-owned Mercedes Benz on its lot. The new CARFAX portion of the ad communicated how CARFAX Vehicle History Reports provide consumers and dealers a complete background check on any used car, including major accidents, salvage and junk titles, odometer rollbacks, flood damage, recalls, and lemon and manufacturer buybacks.

“We appreciated the opportunity to include Bobby Rahal Motorcars advertising in the CARFAX ad,” said Eric Hessinger, general manager, Bobby Rahal Motorcar Co. “We understand the value consumers place on being able to check vehicles’ histories. In addition, CARFAX helps us learn the history on any car a customer trades in. This allows us to give the full background on the car when we sell it. We work hard to build trust among our customers because we want them to come back for service and to eventually replace their cars. Demonstrating our use of CARFAX is a great way of building that trust.”

According to research by the Dohring Co., 93 percent of the consumers surveyed ranked vehicle history information as vital in their used-car buying experience. Further CARFAX research indicated customers are 85 percent more likely to buy a used vehicle that comes with a clean CARFAX Vehicle History Report.

The new CARFAX ads communicate to consumers that they can not only check the background of the car they’re looking at to buy on www.carfax.com, but they can also ask their dealer for a free CARFAX Vehicle History Report.

“CARFAX has 25,000 dealer subscribers because they see a direct impact on their bottom line by providing vehicle history reports to consumers for each car they sell,” said Scott Fredericks, vice president, CARFAX.

“Particularly with our high-end inventory, our customers want maximum value for their money,” Hessinger said. “Bobby Rahal Motorcars Co. is proud to be able to back all of our sales with a complete history of each car. Customers can make a truly informed buying decision with the information we provide them about the quality of each car.”

Dealers who are interested in providing CARFAX Vehicle History Reports to their customers can visit www.carfaxonline.com to sign up.

“I’m confident dealers will see an increase in business if they use CARFAX,” Fredericks said. “Dealers have told us using our Vehicle History Reports has helped them increase their sales upwards of 40 percent. Like Bobby Rahal Motorcars Co., CARFAX can help their dealership better compete in their market.”

About the Bobby Rahal Motorcar Co.

Bobby Rahal Motorcar Co. is part of The Bobby Rahal Automotive Group, with dealer locations in central and western Pennsylvania.

The Bobby Rahal Automotive Group sells and services automobiles ranging from Honda, Toyota, Lexus and Volvo to Mercedes-Benz, Jaguar, Aston Martin and Acura.

The Bobby Rahal Motorcar Co. has ranked in the top five percent nationally in the Client Relationship Index, as well as consistently ranking in the top three in the country for customer satisfaction.

The dealership’s principal and namesake, Bobby Rahal is one of the most respected racing drivers in history. He maintains a leadership role in motorsports through his Team Rahal operation, which he owns in partnership with entertainer David Letterman.

About CARFAX

Since 1984, CARFAX has been helping people uncover the truth about used cars.

The CARFAX Vehicle History Report – available through www.carfax.com and through car dealers – provides an instant background check on any used car, according to the company.

CARFAX says its Vehicle History Reports help consumers and dealers avoid used cars with costly hidden problems, including major accident and salvage history, odometer fraud, flood damage and more.

CARFAX says it takes its job of providing the truth about used cars so seriously it backs every Vehicle History Report with a $5,000 CARFAX Certified History Guarantee.

Based in Fairfax, Va., CARFAX is a wholly owned subsidiary of R.L. Polk & Company.

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