ATLANTA – The 2010 Motor Trend Certified Pre-Owned dealers delivered more than 10,000 CPO vehicles in 2010, according to Motor Trend and EasyCare.
“This is a huge success for a program that is just completing its first full year since the national launch. Created to complement OEM CPO programs, Motor Trend Certified focuses on other make and model vehicles on dealers’ lots. We’re thrilled that dealers have been able to simultaneously grow customer satisfaction scores and profitability on those vehicles,” said Ira Gabriel, executive vice president of Motor Trend and Source Interlink Media. “For the car lovers at Motor Trend, it’s an amazing feeling to know that we have helped make the car-buying experience a more positive one for over 10,000 drivers this year through the Motor Trend Certified program.”
“Having helped develop and launch two very successful OEM CPO programs, Volvo and Land Rover, launching the first OMM CPO program with this level of success is really exciting. It’s a challenge in any market to provide additional value that consumers understand and are happy to pay for,” said Larry Dorfman, chairman and CEO of EasyCare, the company that administers the program and provides the warranty coverage and other benefits associated with Motor Trend certification. “Obviously, consumers recognize there is a clear benefit in knowing that the dealership and the pre-owned vehicle they are considering has been held to Motor Trend national standards. These customers are enjoying a significantly better buying and ownership experience and that’s what the program is all about.”
The program, which launched on Sept. 9, 2009, is enjoying increased consumer interest as the brand has grown and has expanded its direct-to-consumer advertising through Motor Trend/Source Interlink channels and other online and offline automotive media. Additionally, the strong relationship between the Motor Trend Certified program and NCM Associates continues to deliver significant additional value to the dealerships aligned with the brand. NCM is the official 20 Group Moderator for Motor Trend Certified and provides other value added training and analysis services for the dealers in the program.
Paul Faletti, president and CEO of NCM Associates, said, “Our in-depth support of Motor Trend Certified dealers includes a deep analysis of how the Motor Trend Certification is impacting overall dealership performance for participating dealers. The evidence is convincing that there is tremendous value in the processes and coverage that Motor Trend certification brings to the vehicle. This trusted third-party certification creates a very rare ‘win-win-win’ for consumers, dealers, and OEMs – the consumer has the added assurances and benefits of a Certified vehicle, the dealer benefits from the additional value the customer places in the vehicle, and OEMs benefit from the higher residuals on all pre-owned units sold through dealers, even those not sold through their own franchise dealerships.”
For more information on Motor Trend Certified, visit www.motortrendcertified.com or call (800) 404-1938.
