NEW YORK -

A new partnership between HookLogic and PureCars is meant to turn qualified online leads, from shoppers looking to trade in their vehicles, into showroom visits.

HookLogic and PureCars today announced the launch of this new product, called PureCars TradeHook, for subscribing dealerships.

Using gift cards as an incentive, PureCars TradeHook encourages car owners to submit their trade-in opportunity for an instant estimated trade-in value, and redemption of the gift card upon a full appraisal at the dealer, the companies said. The gift cards are redeemable at top retailers nationwide.

Dealers looking to increase their acquisitions of high-demand vehicles can create a “wish list” specifying the vehicles sought, with these trade-in customers offered gift cards of greater value.

“For the first time, dealers can drive the most desirable trade-ins into the showroom so that used-car managers can achieve a higher ‘win’ ratio,” said David Metter, president of automotive for HookLogic. “Everyone knows that getting the trade-in to the dealership raises the chances of acquiring the trade and putting a new-car deal together.”

How it works: The process takes under a minute to complete, the companies said, as PureCars asks online shoppers a few simple questions about their trade. Customers then instantly receive a PureCars Trade-In Report with an estimated value on their vehicle, and the dealer gets a quality trade-in lead.

HookLogic’s AutoHook technology offers incentives to these same shoppers in the form of a gift card in a range of dealer-specified values, the companies said, encouraging shoppers to visit the dealer to finalize their trade appraisal and activate their gift card.

“I’m proud of this partnership since it takes our best-in-class Trade-In Report product and gives customers an additional ‘hook’ to want to visit the dealer for a full vehicle appraisal and to claim their gift card,” said Jeremy Anspach, president and co-founder of PureCars.

“PureCars TradeHook is an attractive and complimentary solution, not only because it drives more trade-in leads to the showroom, but the fact that a dealer can customize and limit incentives based on the vehicles they desire most. The result is a win-win for both consumers and dealers, which is what PureCars is all about,” he said.