With the NADA Convention & Expo officially kicking off in Orlando, Fla., and the Orange County Convention Center set to buzz with dealer excitement, AutoTrader.com and Carfax each made big announcements of their own today that can help stores improve their relationships with retail consumers.

Carfax announced that it is now providing Vehicle History Reports for Ford and Lincoln’s certified pre-owned programs, while AutoTrader said it is launching a new business-to-business advertising campaign this month designed to help dealers more accurately understand car shoppers.

This effort, AutoTrader says, aims to assist dealers in more effectively connect with these consumers online.

The campaign — which is themed “Do you know today’s customer?” — will tackle what AutoTrader calls “common misconceptions about how consumers shop for cars.” AutoTrader plans to help dealers gain a firm comprehension of car-shopper behaviors in hopes of reaching online shoppers more efficiently.

AutoTrader shared a bit more about the campaign and what it will entail. The company said it will delve into the topics pertinent to auto marketing, which include the following, as listed by AutoTrader:

•    The role of search engines in the online shopping process,
•    The efficiency of online advertising versus traditional advertising,
•    The ability to influence shoppers who are close to purchase,
•    The importance of merchandising vehicle inventory online,
•    The prevalence of new-car shoppers on third-party sites
•    The overwhelming preference among consumers to walk-in to a dealership without contacting the dealer by phone or email before the visit

“Today, dealers have access to more information than ever about how consumers shop for cars, and our goal is to bring this information to dealers in a way that will capture their attention, spark consultative conversations with their AutoTrader.com reps, and ultimately, help dealers move the needle in their online advertising,” said Clark Wood, chief marketing officer at AutoTrader.com.

 “Our promise to our dealer customers has always been that ‘we work for you,’ and that promise continues in this new year,” Wood added. “We believe that by providing our dealers with the latest information about car shopping behavior, coupled with how that information can translate into action, we can bring additional value to the partnerships we continue to foster with our customers.”

Throughout 2013, AutoTrader will promote the campaign via print and digital media buys, the company’s presence at industry events like the NADA Convention & Expo, and through AutoTrader’s  We Work For You microsite.

The microsite will feature videos of six dealers discussing their experiences in advertising. Additionally, there will also be eight consumers talking about their car-shopping experiences.

More on Carfax CPO News

In a move that became effective Jan. 1, Ford has chosen Carfax to be the vehicle history information provider for its Ford and Lincoln CPO programs.

Officials said the automaker “is committed to providing Carfax Vehicle History Reports for free to buyers and sellers of Certified Ford and Lincoln vehicles” as part of program improvements for Ford and Lincoln.

“We’re determined to make Ford certified one of the most comprehensive and competitive programs in the market,” said Todd Fites, Ford’s national CPO sales manager. “Carfax is essential in helping us take our certified programs to that next level.

“Much of our dealer base already enjoys successful partnerships with Carfax and Carfax Reports are what buyers want. We had incredible growth in certified sales last year and expect our program improvements to spark record-level success,” Fites added.

Every eligible used Ford or Lincoln car must now run a Carfax Report as part of the certification process.

When the customer buys a Ford or Lincoln CPO ride, he or she receives a Carfax Report and has the car covered under the Carfax Buyback Guarantee.

As far as the brand details, Ford brand certified undergo a 172-point inspection and include a 12-month/12,000-mile comprehensive limited warranty as well as seven-year/100,000-mile limited powertrain warranty.

For Lincoln brand CPO cars, they must pass a 200-point inspection and include a six-year/100,000-mile comprehensive warranty.

Buyers of either brand’s CPO vehicles receive complimentary 24/7 roadside assistance. Thirty-four other brands also utilize Carfax Reports in their CPO programs.

A couple dealers offered their takes on the move by Carfax and Ford.

“We pride ourselves on providing exemplary service and high-quality vehicles,” said Tammy Darvish, vice president of DARCARS. “Carfax helps us prove that to each and every customer. In fact, a critical part of our sales process is ensuring our customers get a free Carfax Report. It’s trusted information that empowers people to buy with greater confidence. We’re thrilled to see it become part of the Ford and Lincoln certified programs.”

Paul Sheehy, the used-car director for Sheehy Auto Stores, said: “Carfax Reports are an integral part of our acquisition, advertising and retail operations.

“They’re especially valuable at acquisition in helping us identify units that are eligible for certification. Carfax is also a great partner in our commitment to transparency. We know a Carfax Report is what our customers want and having it makes selling cars that much easier.”

Carfax president Dick Raines added: “As pioneers in the auto industry, Carfax and Ford are names that car buyers trust. Now, consumers can buy with even greater confidence knowing that any certified Ford or Lincoln vehicle they want comes with a free Carfax Report by saying ‘Show Me the Carfax.’”