No Naked Pre-owned Vehicles: Certify Your Other Makes and Models For Better Turn, Profit and Customer Service
Thirty-nine million used vehicles traded hands in 2011 according to CNW research. Competition is more fierce than at any other time in the automotive industry. With pricing models forcing downward pressure and websites such as Craigslist creating alternatives for the consumer, as a dealer, you have to differentiate. Adding certification to your pre-owned inventory will afford you more success, in more areas, more often, more profitably than those who put naked (non-certified) pre-owned vehicles in the market.
Ira Gabriel, former publisher of Motor Trend Magazine knows firsthand the importance of marketing, branding and finding a distinct competitive advantage to reach consumers. Focus will be on how certified-vehicles turn faster versus non-certified vehicles, how certification can achieve better gross and how certification creates the ‘why buy here’ story enabling consumers to shop your dealership with confidence.
Topics Gabriel will cover during the conference will include:
1.) How to leverage the certification you’re already adding to your pre-owned vehicles.
2.) Marketing techniques to elevate your certification.
3.) Using CPO to create a “why buy here” story.
Ira Gabriel: For more than 24 years, Ira Gabriel has been actively involved in the media/publishing industry most recently managing the award-winning Motor Trend Automotive Division for Source Interlink Media, where Motor Trend is recognized as the world’s automotive authority and the editorial voice for in-market consumers preparing for purchase. Gabriel is the current VP and Executive Director of the Motor Trend Certified program. His experience has included editorial, marketing, sales and management. Originally from Saratoga, CA, Ira holds a degree in Technical Journalism from Oregon State.
For more information and to see the entire list of speakers: 12th Digital Dealer Conference & Exposition