Used Car News 5/7/12

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May 7, 2012

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GM Seeks Return to CPO Lead By Ted Craig

Rush - Dated Material

General Motors Co. wants the world to know that its certified pre-owned program is back. GM once led the industry in certified sales, but lost the crown to Toyota as it went through its struggles and eventual bankruptcy a few years ago. Now the certified program is experiencing the same turnaround as the rest of the company. GM Certified Pre-Owned Vehicles, which includes all brands but Cadillac, is the second best seller behind Toyota. Chevrolet on its own is the third best seller behind Toyota and Honda. “GM really has a commitment to used-vehicle activities from a holistic, corporate approach,� said Jennifer Constabile, general director of GM fleet and commercial operations used

vehicle activities and marketing. She said the certified program helps get consumers into the GM brands and helps the company maintain its residual values. GM relaunched its certified program last June. One of the major upgrades is Owner Care, a twoyear/30,000-mile standard vehicle maintenance program. It covers oil changes based on each vehicle’s Oil Life Monitor system, tire rotations and multi-point vehicle inspections at no charge to the customer. Dealer satisfaction with the program is up about 37 percent since the overhaul, said Larry Pryg, national manager of GM certified pre-owned vehicle operations. GM is on track to become the first certified program with 4 million sales. It was the first to hit 3 million. Of course, it took longer than expected to reach that point. GM dealers sold the 3 millionth certified vehicle in October 2008. One dealership that continues to see success with the GM certified program despite its ups and downs is Karl Chevrolet in Akney, Iowa. The store was recently recognized as GM’s topperforming certified preowned dealership for 2011. It is the sixth consecutive year Karl led in certified.

Photo by Terra Lynn CERTIFIED GOLD: Carl Moyer, Karl Chevrolet’s dealer-principal, discusses the dealership’s national sales leader award with Jennifer Constabile, general director of GM fleet and commercial operations used vehicle activities and marketing

More Consumers Seek Certified

Research conducted by AutoTrader.com and Morpace at the end of 2011 shows that 60 percent of new-car shoppers are now more likely to consider certified pre-owned (CPO) vehicles due to the state of the economy. Additionally, 29 percent of new-car shoppers or half of those considering - are open to CPO for the first time. According to AutoTrader.com analysts, this influx of shoppers who have widened the types of vehicles they are considering is a contributing factor to the recent spike in CPO sales. Warranty coverage was cited in both of the top two reasons new-car shoppers would consider a CPO vehicle, with 68 percent indicating that the certification/warranty gave them added peace of mind and 52 percent citing the fact that the warranty would be better than what they would receive on a used vehicle. That added peace of mind, however, does come at a premium, but one that the majority of new-car shoppers appear willing to pay. In the study, 67 percent of new-car shoppers indicated that they would be willing to pay more for a CPO vehicle compared to a used, non-certified vehicle. The average premium they were willing to pay was $1,380.

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