Automotive Digital Marketing

Professional Community for Car Dealers, Marketing, Advertising and Sales Leaders

Loading... Be Patient!

Dealers are upset by Carfax price data

**Click this link to read the actual article in Automotive News; http://www.autonews.com/article/20100517/RETAIL04/305179998/1400

Arlena Sawyers
Automotive News --
May 17, 2010 - 12:01
am ET

    
http://www.autonews.com/apps/pbcsi.dll/storyimage/CA/20100517/RETAIL04/305179998/AR-305179998.jpg?ref=AR&q=80&MaxW=250
 
Carfax advertises its reports to consumers. Now it is advising consumers on car prices, and dealers aren’t happy.
Recent stories on this subject
·     
Follow Automotive News

Carfax Inc., known for its vehicle history data, has added vehicle value information to its reports. Dealerships that buy the service are furious.

In late April, Carfax History Impact debuted in the vehicle history reports that
accompany dealers' used-vehicle listings. It reviews a used vehicle's history
and advises that, based on that history, the vehicle is worth more or less than
the vehicle's book value.

Rob Fontano, digital sales and marketing director at John Marazzi Nissan in Naples, Fla., is irritated. He says he was
caught off-guard by the addition.

"When did Carfax jump into the pricing game?" Fontano asks. "They've refused to tell us what they're basing it on or
what book values. Part of the frustration is we're paying Carfax to add an
arbitrary feature on our Web sites that can confuse a customer."

Carfax spokesman Larry Gamache defends the product, saying it has nothing to do with
dealers' asking prices. He says the adjustment to book values can help dealers
hold onto gross profits and build confidence with consumers.

Thousands of factors affecting a vehicle's history, such as service history and whether it
has been in an accident, are analyzed to calculate History Impact value, Gamache
says.

The values debuted in January Carfax reports accessible to dealers only, Gamache says. From then through April, the company sent letters and
e-mails notifying dealerships about the new values, which derive from "actual
sale prices of vehicles with those history attributes," he says.


Carfax's field staff team, which calls on dealers, also detailed the change, Gamache says. He adds: "We didn't spring this on anybody."


Carfax doesn't plan to drop the program. But Gamache says the company takes the complaints "to heart."

A 2008 Cadillac SRX crossover listed last week on the site of Douglas Auto Group in
Summit, N.J., was accompanied by a Carfax report that listed an odometer reading
of 34,844 miles and no reported accident or damage. The vehicle was reported to
have had two types of owners: rental and commercial.

Based on the vehicle's history, its price should be $810 less than book value, the report
says.

Ken Beam, creative marketing director at Douglas Auto Group, which sells Infiniti and Volkswagen, says his dealership pays Carfax, up to $1,300 a
month so customers have free access to its reports on his Web site. If Carfax
wants to get into vehicle pricing, it should do it on its own Web site, not his,
he says.

"They don't know what I paid for a vehicle at an auction," says Beam. "What gives them the right to say what I should sell it for?"

John Paul, used-car manager at Goodson Acura in Irving, Texas, is less upset. He uses
the reports as a negotiating tool. Paul asks customers whether they will accept
the deal if he lowers the price by the amount stated in the reports -- and most
do.

But he, too, says he was caught off-guard when he saw the values in the history reports: "We were shocked and didn't expect it." 
You can reach Arlena Sawyers at asawyers@crain.com.
 
Arlena Sawyers
Staff Reporter
Automotive News
1155 Gratiot Ave.
Detroit, Mich. 48207
313-446-0380, phone
313-446-0383, fax

Tags: Car, Fax, Jersey, NJ, New, News, Reports, USA

Views: 409

Reply to This

Automotive Professional Network and Resource Exchange for Car Dealers, Managers, OEM and Marketing Practitioners seeking Best Practices.

ADM Sponsor

Please Consider Automotive Marketing Professional Community Sponsors

ADM Badge

Loading…

Based On Your Interests...

ADM Consulting, LLC

Onsite/Offsite Combination ADM Consulting, LLC Professional Services
Select the maximum monthly investment you plan to make
$USD
Sign up for

Automotive Marketing Tools

Get ADM Toolbar

Click here to take the ADM Member Survey

Getting too many emails from ADM? Click mailbox below to control which types of alerts and updates you are sent......


Instagram

Top Automotive Marketing Forum Discussions

1. Electric Vehicle is the Future

Posted by Dwayne Jhonson on August 29, 2019

2. Email marketing

Posted by Andrew Qrueed on August 26, 2019

4. 5 Ideas for car dealers FB page

Posted by Kevin Lewis on August 6, 2019

Share the Best Content w/AutoMarketing Community

© 2019   Created by Ralph Paglia.   Powered by

ADM Badges  |  Report an Issue  |  Terms of Service