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AutoTradeCenter announced on May 10 the alliance of 30 Suzuki Auction partners in the national launch of PROline (Program Remarketing Online), its Internet remarketing program for American Suzuki Motor Corporation.
Participating auctions include ADESA, Auction Broadcasting Company, Servnet Auction Group and independent locations.
The PROline, powered by ATCadvantage, features “nearly-new” Suzuki managed vehicle rental returns from AVIS, Alamo, Dollar, Thrifty and Advantage daily rental fleets exclusively to Suzuki franchise dealers.
Historic Dealer Exclusive
For the first time ever, Suzuki franchise dealers have exclusive access to quality, “nearly-new” front-line vehicles, regardless of location, 24-hours a day, 7-days a week, according to Tim Finley, national fleet and remarketing manager for Suzuki. With PROline, Suzuki vehicles are available for dealer purchase from day of turn-in to up to 72-hours prior to live auction sales, according to Finley.
“Now’s the time to be a Suzuki dealer,” Finley said. “PROline is our reply to dealer demand for exclusive, unlimited access to factory warranted, quality inventory. With over 85 percent of our dealers pre-registered prior to launch, we fully expect the PROline to be among the most important dealer events in our history. ”
Unique Challenge, Unique Solution
“Rental vehicles are cyclical in nature, potentially flooding specific markets with massive volumes of like vehicles,” said Colette Marcilliat, vice president marketing and president of remarketing services at Auto Trade Center. “PROline affords Suzuki the ability to execute their remarketing strategy by uniting all inbound inventory, providing access to all Suzuki dealers, while maintaining the flexibility to respond to dynamic market conditions.”
Auction Exposure – Continuous Marketability
“We’ll operate 22 designated turn-in locations for Suzuki rental vehicles,” said Frank Stephens, EVP marketing and strategic planning, ADESA Corporation. “With one simple log-in, PROline presents Suzuki franchise dealers a ‘closed’ opportunity to access all rental inventory, from all turn-in locations, right up to the live auction sale. ADESA auctions upload condition reports, digital photos and prepare the vehicles for sale. Our scheduled Suzuki live auction sales determine when vehicles are rolled-off the PROline and roll down the auction lanes. It’s non-disruptive, continuous marketing for Suzuki and its’ dealers.”
“This marks our second major, joint project with AutoTradeCenter on behalf of a national client,” said Bob Rauschenberg, vice president, Auction Broadcasting Company, “and ABC has opened its’ auction doors on a national level for the Suzuki PROline. We believe remarketing technology is here to stay, and ABC has dedicated tremendous resources toward the successful bridge between our own in-house technology and the upstream Internet capabilities of the ATCadvantage system. The successful joining of these industry premier technologies is exciting to see in action. We are proud to be a key player in Suzuki’s remarketing strategy.”
Suzuki Remarketing Strategy
The PROline program is an integral part of Suzuki’s remarketing strategy. “It completes the circle of a comprehensive brand building process with the long-term development and support of a Suzuki franchise dealer base,” Finley said. “Through the manufacturer’s sales to daily rental fleet partners, Suzuki vehicles are routinely exposed to ‘test drives,’ that build brand awareness in consumers who may not have otherwise entered a Suzuki dealership. PROline provides Suzuki dealers the exclusive opportunity to purchase, sell, service and profit from these front-line ready vehicles, 24-hours a day, 7-days a week, 365-days a year, without ever leaving their dealership or traveling to auction.”
Another Company Milestone
“The Suzuki PROline marks another historical first for AutoTradeCenter,” said Roger L. Butterwick, president of ATC. “This is a totally unique business model specifically designed for the remarketing of rental vehicles. The PROline is an industry benchmark and we are proud to play such a fundamental role in Suzuki’s total remarketing strategy.”
About AutoTradeCenter
AutoTradeCenter (ATC) is an Internet-based business-to-business automotive re-marketing company.
The company markets its services to automobile manufacturers, captive finance companies, lease and rental companies, and financial institutions across the U.S.
ATC powers the American Honda Finance Corporation’s Vehicle Inter-Dealer Purchase System (VIPS), and the American Suzuki Motor Corporation's PROline, utilizing Internet technology and remarketing services.
For more information on AutoTradeCenter.com Inc., visit www.autotradecenter.com or contact Public Relations at lseegan@autotradecenter.com.
About Auction Broadcasting, Inc.
Auction Broadcasting Company currently operates auctions in Indiana, Michigan, Ohio, Florida, Virginia, Tennessee, and Minnesota.
ABC provides a range of advanced facilities designed to offer value-added services to dealer consignment, factory, financial institutions, fleet/lease and captive finance customers.
ABC maintains its headquarters at 1919 S. Post Road in Indianapolis, Ind.
For more information about ABC, call 317-862-7325 or visit www.auctionbroadcasting.com.
About ADESA
Headquartered in Indianapolis, Ind., Auto Dealers Exchange Service of America Corporation (ADESA) is a wholly owned subsidiary of ALLETE, a diversified multi-services company.
ADESA operates 55 wholesale vehicle auctions strategically located across the U.S. and Canada. In addition, the Automotive Services segment of ALLETE operates several other related businesses in the vehicle remarketing industry including total loss and recovery services, Automotive Finance Corporation (AFC) dealer financing, AutoVin Inspection Services, Great Rigs auto transporters, PAR remarketing Services, and ADESA Importation Services (AIS).
For more information about ADESA, call 1-800-923-3725 or visit www.adesa.com.
About SERVNET
SERVNET Auction Group is comprised of 21 independently owned auto auctions located throughout the United States.
SERVNET was formed in 1988, and its member auctions work together to enhance the full range of remarketing services they offer, which include reconditioning, transportation, inventory financing, and Internet marketing tools.
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