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April 1, 2013
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ON THE WEB: NAAA Members Saw More Cars Last Year
Auctions Embrace Online Challenges By Jeffrey Bellant
National Auto Auction Association member auctions last year sold an estimated 7.9 million used vehicles worth $72.7 billion, according to the trade organization’s 16th annual survey, which excludes upstream sales. The survey found that the estimated number of vehicles entering the auctions increased by 6.4 percent, to 14.6 million and the conversion percentage was down 1.7 percent.
BBB Warns of Fake Dealership Sites
The Better Business Bureau of Minnesota and North Dakota (BBB) is urging consumers considering an online car purchase to be extra cautious following three recent incidents involving bogus auto dealer websites, each claiming to be located in North Dakota. Each site claimed a physical address in North Dakota, and provided one or more North Dakota phone numbers. The fake sites have brought complaints from consumers from Connecticut to Hawaii.
LAS VEGAS – Building excitement in the lanes and strengthening online relationships with customers are key ways to improve the auction experience, a panel said during the Conference of Automotive Remarketing. Doug Turner, director of asset management for J.D. Byrider, said giveaways don’t necessarily draw him to a particular sale. “But we do find value in promotions that create an environment of energy and excitement in the lanes,” Turner said. Turner said he goes to auctions for the inventory, not for the prizes. Ford Motor Co.’s Linda Silverstein, manager of remarketing and rental operations, agreed that trinkets wouldn’t make a difference in the number of bidders in the lanes. “A hat? A jacket?” she said. “That’s not going to bring someone there. “But building a community, having a relationship with a customer and making it fun for the customer is what I’m trying to commu-
Photo by Jeffrey Bellant FACING THE FUTURE: Stephanie Gingras, general manager of Dealers Auto Auction of the Southwest, joins National Auto Auction Association President Paul Lips and others in a discussion about top remarketing issues.
nicate,” she said. She cited the Apple store as an example of how to attract customers to a venue. The company holds classes and special events that make shopping at the stores into a fun experience for the consumers. Silverstein said even though the younger generation is more technologically
savvy and do more business online, the manufacturer still has to have a relationship with its customers. Tony Moorby, principal of Chattanooga Auto Auction, said it’s still possible to have that close relationship with a customer who does most of his interactions online. “(For example), you can become known as trustwor-
thy in terms of your vehicle descriptions and your condition report-writing capabilities,” Moorby said. Moderator Jim DesRochers, vice president, Dealers Auto Auction of the Southwest, said the wholesale side is fractured, from auction lanes to onlinesales to multi-platform selling. Continued on page 12
Cox Adds AutoTrader to Manheim CEO’s Portfolio
Rush - Dated Material
Cox Enterprises, Inc. announced that Sanford (Sandy) Schwartz, president of Manheim, also will assume the role of president of AutoTrader Group. Schwartz’s automotive experience includes serving as president of Cox AutoTrader, comprised of both AutoTrader.com and AutoTrader Publishing. He also has served on the board of AutoTrader.com for many years. Schwartz replaces Chip Perry, who leaves his role as AutoTrader’s CEO
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effective May 1. Perry, who served as president & CEO of AutoTrader.com, was the company’s first employee in 1997 when he was asked by Manheim to launch the online venture. Following an acquisition spree in the past couple of years, AutoTrader was scheduled to make an intial public stock offering this year. However, the company withdrew the IPO, citing market conditions.
Sandy Schwartz
Chip Perry
Take the betting out of bidding To learn more, turn to the back cover or visit auctiongenius.com/go/genius
3/25/13 5:17 PM