LOS ANGELES -

Fayetteville, N.C.-based Reed-Lallier Chevrolet’s used-vehicle sales increased by 30% after the dealer implemented SureSale Certified. Year-over-year, that was nearly three times greater than the average for the local market, according to SureSale, and early results show turn rates increasing by 10%. 

“Year-to-date our used vehicle sales are up significantly, and the only thing that has changed in our used-vehicle department is SureSale,” said Reed-Lallier Chevrolet general manager Cory Lallier.  “Our SureSale vehicles are much faster moving because consumers have peace of mind.”

SureSale Certified says the case study of Reed-Lallier Chevrolet provides a snapshot of how a dealership found a new way of using the current opportunity in CPO to increase used vehicle sales and turn rates.  

Lallier worked with SureSale Certified to develop a new category of certified used vehicles, which SureSale says is similar to an OEM-certified program but for vehicles up to 15 years old and with 150,000 miles. It is also for off-brand vehicles.

Each “SureSale” vehicle came with a CAReport, clean title, 150-point plus inspection, five-month/5,000-mile warranty, and a five-day exchange guarantee.

“Before SureSale, we were only able to certify Chevy, GMC vehicles,” Lallier said. “Now we’re able to put it on pretty much any auto brand, and you can overcome the sales objections,” said Lallier. "For example, if they take it home and within five days they hate their decision, they can bring it back in and exchange it for a different vehicle.”  

More details on the results: From March through May, Reed-Lallier sold 259 units, compared to 199 units for the same period in 2018. Of the units sold, SureSale vehicles represented 124 of the 259 units, or almost half.

SureSale reports the average price of a new vehicle as hitting record highs, SureSale notes that consumers are turning more to used vehicles that they can ‘Be Sure’ about, and that means certified pre-owned vehicles. However, because of automaker program brand restrictions, only a small amount of auto dealership inventories are CPO vehicles, according to SureSale.

The company says SureSale Certified expands the number of certified vehicles that dealerships can offer consumers through a branded turnkey program that allows auto dealerships to extend consumer protections to a wider range of vehicles. That range is up to 15 years, 150,000 miles. The protections are for more than 20 brands, and the company provides marketing support. 

SureSale co-founder and president Jeffrey Schwartz said increases in vehicle pricing and the presence of more quality used inventory, along with the presence of disruptors such as Carvana, are factors contributing to a tough dealer market. But the opportunities in certified pre-owned are strong, he said.

 “The results from Reed-Lallier are a very positive ‘indicator species’ for what we believe can, and should, be the future of CPO used vehicle sales — a future where more consumers can be sure about their used-vehicle purchase and auto dealerships can be sure of greater turn rates, more vehicle sales, higher customer satisfaction and increased profits,” Schwartz said. 

With SureSale’s recent expansion into the Louisville market, nearly 1,000 SureSale Certified vehicles will be available at independent and franchised dealerships. Together with the Louisville move, the company introduced a new advertising campaign showcasing the process through “Shirley,” a brand ambassador that SureSale describes as a "trusted advisor" who helps consumers understand why SureSale helps them be sure of their SureSale Certified vehicle quality.  

Lallier says the SureSale program offers opportunity for “additional gross pickup because of the additional value certified vehicles represent.” That, according to SureSale, is in addition to having more control on pricing, and gaining incremental revenue from F&I and customers bringing used vehicles back for service.