TUCSON, Ariz. — Manheim debuted its first all-digital auction with a ribbon-cutting on Wednesday, May 22, at its Tucson location. The move is billed as an effort to drive greater efficiencies for clients while helping to create a safer auction experience.
The new four-lane format is a live auction where vehicles remain parked in designated spots and are offered for sale digitally by an auctioneer via oversized monitors featuring enhanced images, barcode price scanning capability, and condition report information.
This innovative auction experience provides a digitally advanced, comfortable setting where buyers and sellers can bid in person or online using Manheim Simulcast. The inaugural sale included more than 300 online and in-lane bidders and achieved an approximate 76% sales conversion rate, according to the announcement.
“Bringing the excitement of the auction to clients in a live, all-digital format is a key move in our broader digital strategy,” said Grace Huang, president of Manheim. “With advanced vehicle information and imaging, we are able to deliver digital solutions that create greater confidence and efficiencies while delivering a safer auction experience for everyone.”
Executives noted Manheim Tucson predominantly handles dealer vehicles under $5,000, which can be challenging to sell through digital channels such as Manheim Simulcast. Manheim Tucson was chosen to prove that an all-digital auction could appeal to all types of buyers and work for all vehicle price points by creating a digital experience as close as possible to a physical sale.
“I see the benefits and efficiency of digital lanes. No emissions in the lanes, and the increased safety that comes with moving to a digital auction help prevent accidents from happening in physical lanes,” said Vinnie Da Cruz of Simply Sell It Now, located in Tempe. “In an industry such as the reselling of automobiles, to not accept technological growth is almost certain death.”
Originally posted on Auto Dealer Today