Cars.com announced June 3, a new manufacturer certified pre-owned (MCPO) vehicle
program designed to spotlight dealers' used car inventories
Cars.com announced June 3, a new manufacturer certified pre-owned (MCPO) vehicle
program designed to spotlight dealers' used car inventories
and connect them with consumers looking to purchase certified
pre-owned (CPO) vehicles. According to the company, Audi of America, Inc. is the first
automobile manufacturer to partner with cars.com and promote the CPO
vehicle listings of Audi dealers in the cars.com network.
According to cars.com, CPO vehicles typically sell at higher prices than traditional used
vehicles. According to a 2001 Dohring Company study, dealers reported
that certified vehicles can earn as much as $1,200 more in gross
profit than non-certified vehicles. Cars.com says it is raising awareness of MCPO programs among used-car
shoppers and driving demand for certified listings through branding and content aimed at educating consumers about CPO vehicles.
CNW Marketing Research Inc. reports that in 2001 only 18 percent of
consumers were aware of MCPO vehicle programs. When educated about the
benefits of certified vehicles, however, 40 percent of these consumers
said they would buy a MCPO vehicle.
"Cars.com's new MCPO program is a priority for our business and
reinforces the value of our dealer CPO vehicle listings," said Mitch
Golub, general manager of cars.com. "Cars.com is putting significant
marketing and education efforts behind the concept of certified used
vehicles to raise awareness of MCPO programs in general and promote
the premium pre-owned listings of our dealers. Our focus remains on
driving educated, qualified consumers to local dealers to reduce their
inventory levels and increase their customer base."
Audi Assured CPO vehicle dealers in the cars.com network say they are the
first to benefit from the new MCPO program. In addition to the branding that cars.com dealers already receive, Audi Assured
dealers across the cars.com network will receive exposure for
their certified vehicles on cars.com. Audi Assured certified vehicles
will be tagged with a special logo that identifies them as a
manufacturer-certified vehicle in consumer search results, according to cars.com. Pop-up
windows will describe specific program benefits and offer additional
details, encouraging consumers to contact local dealers carrying the
CPO vehicles they want. Dealer contact information will be displayed in search results to drive shoppers who are
ready to buy to Audi Assured dealer showrooms.
About Audi of America, Inc.
The network of over 260 Audi dealers currently offers a line of
vehicles that include the A4 and S4 sedan and Avant
models; the A6 sedan and Avant; the S6 Avant; the Audi A8 and S8; the crossover allroad quattro and the TT
Coupe and Roadster.
Audi of America is headquartered in Auburn Hills, Michigan, and
markets a line of luxury cars built in plants in Ingolstadt and
Neckarsulm, Germany and Gyor, Hungary. The parent company, Audi AG, is
headquartered in Ingolstadt, Germany.
About cars.com
Cars.com claims to help dealers promote their dealerships and connect
with local consumers. Cars.com's Online
AdPackage offers dealers four different ways to connect with
consumers - telephone, e-mail, Web site referral and walk-in. Beyond
online advertising, cars.com's SalesCenter enables dealers to manage
prospects for sales success.
Cars.com also claims to offer integrated solutions to automotive
manufacturers and to advertising and e-commerce partners interested in
accessing consumers through cars.com's media platform. Offerings
include advertising and sponsorship opportunities, lead management,
and an eCRM platform currently used by a number of automotive
manufacturers.
To become a cars.com dealer or learn
more about cars.com products and services, visit www.dealers.cars.com.
or call 1-800-298-1460.

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