As part of our annual Best CPO Dealers in the USA issue – which includes a brand-by-brand ranking of the top dealers for certified pre-owned sales in 2019 — Auto Remarketing connected with several of these top-selling dealers and asked them about the strategies that made them so successful in the CPO market.

Here is what they had to say.

How do you market CPO and create awareness among shoppers?

• “Customers continue to be excited about the possibility of getting a new-car experience at used-car pricing, Honda is continuing to lead the charge with certified program enhancements that update the offering relevant to customer needs.” — Steve Lindsay, vice president, Lindsay Automotive

• “Irvine BMW completely embraces the BMW CPO program and utilizes all their marketing assets to assist in creating awareness in our CPO and used-vehicle sales. BMWs rigorous CPO inspection process, combined with their 5- and 6-year unlimited mileage CPO program, gives our clients the peace-of-mind and allows them to enjoy the ownership of their luxury vehicle. Our partnership with BMW Financial Services adds additional value to our clients.  BMWFS spectrum of lease and finance programs make it easy for our clients to afford their new CPO vehicle.

  “We also value and continuously train the exceptional people we work and collaborate with every day. The marketing drives the lead, but it is how the phone calls or internet leads are answered and well responded, the initial first impression made with everyone within our organization, and the CPO word tracks timely used that aid our client advisors and help them convert our clients into sales that make the greatest impact on our performance.

  “It is our CPO-trained associates and seasoned staff that positively connects to our clients and create the awareness needed to drive our CPO and used vehicle sales volume that separates us from others. Many dealerships lack great energy/synergy. We try to make it easy and have a lot of fun along the way too.” — Mike Anjard, pre-owned manager, Irvine BMW/Mini/Rolls-Royce

• “Let me start by saying it is a team effort and does not happen overnight.  Our marketing of CPO has been a consistent message for many years.  You have to be committed to it.  You can’t try to sell CPOs — you have to be willing to stick with it.  It is everyone in the dealership knowing how important it is to have another layer to offer our customers. 

  “We ensure we have a large CPO inventory that is reconditioned to a high level.  We utilize our third-party marketing vendors that also put a focus on CPO to assist with driving traffic. Our sales team knows how customers will gravitate to CPO and new. One can lead to the other in the future and we are prepared to meet the shopper where they are along their buying journey.

  “We have been a committed CPO dealer for several years, but last year was the best year yet. We are also fortunate to have a great partner in Mazda who provides a true partnership in the venture.” — Chris Johnston, Morrie’s Minnetonka Mazda

Where are you sourcing the most ideal CPO inventory?

• “Acquisition is the easy part. It just takes time and discipline. Your best core CPO inventory is in your service drive every single day, with no auction fees or transportation expense!

  “Beyond that, inventory is aplenty by way of higher take rates on trade-ins and lease turn-ins through your captive. Our stores typically run 3-4 used for every 1 new, so acquisition through our captive is a necessity.” — Justin Hoisington, pre-owned operations director, Hennessy Automobile Companies
   

• “Land Rover Private Label for off-lease vehicles is our best source since new-car leasing is so popular in Florida.” — Zachary Lawrence, pre-owned centre director, Warren Henry Auto Group

The full list of best-selling CPO dealers by brand can be found here.