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C.A.R.S. Cash For Clunkers Dealer Advertising Packages from ADP Digital Marketing

ADP Digital Advertising is offering a turn key, prebuilt and optimized Cash For Clunkers Digital Marketing Program for franchised new car dealers who would like to drive more showroom and website traffic, phone calls and leads. Dealers are using these digital advertising packages to leverage public interest in what is being described by news reporters and car buyers as the "Cash For Clunkers" program, which is officially named the "Car Allowance Rebate System" (CARS), a government funded auto industry stimulus program.
What is the Car Allowance Rebate System?
President Obama signed into law a program the National Highway Traffic Safety Administration (NHTSA) is calling the Car Allowance Rebate System (CARS). This is a federal program that helps you purchase a new, more fuel efficient vehicle when you trade in a less fuel efficient vehicle.

Interested dealers should complete the online form at www.DigitalAdvertising.BZ. However, if you are a Ford, Lincoln or Mercury dealer, then use the form at www.FLMDigital.com to get special Ford sponsored campaign enhancements. All dealers are encouraged to call the ADP Digital Advertising team at 888-249-8180. The ADP Digital Advertising bundled Cash For Clunkers and Cash For Guzzlers campaigns have been specially built for NHTSA registered Dealers and are fully compliant with NHTSA Guidelines. NHTSA required advertising pre-approvals, when applicable, are obtained from NHTSA by ADP Dealer Services on behalf of our client dealers.

The promotional program ADP is offering includes three packages:

1. CFC Headquarters Digital Advertising Campaign Package - $10,000 a month
This package includes a Cash For Clunkers dealership video ready microsite with a Cash For Clunkers keyword enriched domain name, locally formatted SEO services, AdTracker toll-free number, lead form sourcing ID, $2500 a month in paid Search Engine Advertising and $5000 a month in Behavioral Targeted display advertising, $2500 a month in Website Placements of Display Advertising (includes Kelley Blue Book), animated Flash based advertising creatives, Double-Click hosting with Floodlight and Spotlight tracking and reporting of both Post-Click and Post-Impression Key Buying Activities (KBA), along with Omniture SiteCatalyst reporting and tracking application for a full suite of metrics. A 3 month ADP Digital Advertising agreement is used for this package.

2. CFC Participating Dealer Digital Advertising Campaign Package - $5295 a month
This package includes a CFC dealership video capable microsite with a Cash For Clunkers keyword enriched domain name, AdTracker toll-free number, lead form sourcing ID, $1500 a month in paid Search Engine Advertising, $2500 a month in Behavioral Targeted display advertising, $1000 a month in Kelley Blue Book website advertising, animated Flash based advertising creatives, Double-Click hosting with Floodlight and Spotlight tracking and reporting of both Post-Click and Post-Impression Key Buying Activities (KBA). A 3 month ADP Digital Advertising agreement is used.

3. CFC Dealer Microsite - $595 a month
Includes a CFC dealership video capable microsite with locally formatted SEO services, AdTracker toll-free number, lead form sourcing ID and Google Analytics installed for reporting and tracking. This package requires 12 month ADP Digital Advertising agreement for microsite only, with the option to change the microsite's theme after the CFC program expires to any of the 35 microsite designs at www.DealerMicrosites.com ..

Shown below are several static thumbnail examples of the ADP Digital Advertising Cash For Clunker Dealer Advertisements, you should click on each image to open a window with the animated Flash advertisements running in full glory on a dealer preview page, just as they do on the major web sites where we place them for the dealer:


NOTICE TO DEALERS:
CARS: Advertising Usage Guidelines - Use of the CARS Logo - NHTSA will permit the CARS logo to be used in advertisements (print, Web or television), provided:

■ The logo is displayed in immediate proximity to a description of the CARS.gov program — and not so it is associated generally with the contents of the entire advertisement.

■ The user makes no alterations to the CARS logo, which includes the www.cars.gov internet address.

■ Each advertisement utilizing the CARS logo displays the following required disclaimer (which may appear as a pop-up during mouse-over on the Web): "CARS is a program of the U.S. Department of Transportation’s National Highway Traffic Safety Administration (www.cars.gov)"

■ Advertisements do not include quotes from the National Highway Traffic Safety Administration (NHTSA) Administrator or any other federal employee.

■ The ADP Digital Advertising Bundled Cash For Clunkers Campaign Programs for Dealers are compliant with NHTSA Guidelines and NHTSA required advertising pre-approvals, when applicable, are obtained from NHTSA by ADP Dealer Services on behalf of our client dealers.

For more information, call ADP Digital Marketing Sales at: (888) 249-8180 or to get started ASAP, complete the online special offer form available by clicking the image below:


More Cash For Clunkers Advertising Examples; click on the static thumbnail images below to open up a page with the actual animated Flash based advertisement, and you should point your mouse over the top of the ad when on the review page to see the animation come to life:





































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Tags: ADP Digital Marketing, C.A.R.S., Cash For Clunkers, Dealer Advertising Packages

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Comment by Ralph Paglia on July 19, 2009 at 9:03pm
What is the value of the credit for the purchase or lease of a new passenger car?

The value of the credit for the purchase or lease of a new passenger car depends upon the difference between the combined fuel economy of the vehicle that is traded in and that of the new vehicle that is purchased or leased. If the new vehicle has a combined fuel economy that is at least 4, but less than 10, miles per gallon higher than the traded-in vehicle, the credit is $3,500. If the new vehicle has a combined fuel economy value that is at least 10 miles per gallon higher than the traded-in vehicle, the credit is $4,500.
Comment by Ralph Paglia on July 19, 2009 at 9:03pm
What are the different categories of eligible vehicles?

The CARS Act divides the eligible vehicles into four groups: passenger automobiles; category 1 trucks; category 2 trucks; and category 3 trucks. NHTSA will soon publish a list of the vehicles that fall into these groups. For the present, we describe here the statutory definitions, give examples of types of vehicles that satisfy those definitions, and refer to the Day One Notice on cars.gov.

The term “passenger automobile” and its definition are borrowed from the fuel economy statute. The definition excludes from that term (1) vehicles that NHTSA has determined are not manufactured primarily for transporting persons and (2) vehicles that are capable of off-highway operation. Vehicles not manufactured primarily for transporting persons include pickup trucks and certain vehicles that permit expanded use of the vehicle for cargo-carrying purposes. See 49 CFR 523.5(a). Under NHTSA's regulations (49 CFR 523.5(b)), there are two groups of vehicles with capability of off-highway operation. The first includes vehicles that have 4-wheel drive and have at least four out of five specified physical characteristics relating to ground clearance. The second includes vehicles that are rated at more than 6,000 pounds gross vehicle weight and have at least four out of five specified physical characteristics relating to ground clearance, but do not have 4-wheel drive. Passenger automobiles are what are commonly known as passenger cars.

A category 1 truck is a nonpassenger automobile. This category includes sport utility vehicles (SUVs), small and medium pickup trucks and small and medium passenger and cargo vans.

A category 2 truck is a large van or a large pickup truck, based upon the length of the wheelbase (more than 115 inches for pickup trucks and more than 124 inches for vans). Note: some pickup trucks and cargo vans exceeding these thresholds are treated as category 3 trucks instead of category 2 trucks.

A category 3 truck is a work truck and is rated between 8,500 and 10,000 pounds gross vehicle weight. This category includes very large pickup trucks (those with cargo beds 72 inches or more in length) and very large cargo vans.

On July 24, the NHTSA will make available on an Internet website a comprehensive list of the trucks that fall into these categories and meet the requirements of the program.
Comment by Ralph Paglia on July 19, 2009 at 9:02pm
Is there a list of new vehicles that may be acquired under the CARS program?

The CARS Act applies to new vehicles. Thus, used vehicles do not qualify under the program.

The new vehicle must have a manufacturer's suggested retail price of not more than $45,000. That price appears on the window sticker on new vehicles. The new vehicle must also achieve minimum combined fuel economy levels. For passenger automobiles, the new vehicle must have a combined fuel economy value of at least 22 miles per gallon. For category 1 trucks, the new vehicle must have a combined fuel economy value of at least 18 miles per gallon. For category 2 trucks, the new vehicle must have a combined fuel economy value of at least 15 miles per gallon. Category 3 trucks have no minimum fuel economy requirement; however, there are special requirements that apply to the purchase of category 3 vehicles.

As noted above, the CARS Act also requires that NHTSA make available on an Internet website a comprehensive list of new vehicles that meet the requirements of the program. Until that information is posted on the program's website, you may determine whether a new vehicle meets the fuel economy requirements of the program in two ways. First, the combined fuel economy of a new vehicle will be posted under the heading "Combined Fuel Economy" on the window sticker ("Monroney label") of a new vehicle. Second, you may also find the combined fuel economy value of a new vehicle by visiting http://www.fueleconomy.gov/feg/findacar.htm and searching for their vehicle to find its combined fuel economy value. When searching that website, you will need to know their vehicle's model year, make, model, engine size, and transmission type.
Comment by Ralph Paglia on July 19, 2009 at 9:01pm
Do consumers have to pay State or local sales tax on the amount of the CARS program credit?

The question of whether a consumer must pay State or local sales tax on the amount of the CARS program credit would depend on the sales tax law of each State or locality. Dealers should review the law of their respective States or consult a tax advisor to answer this question.*

*EDITOR'S NOTE: Please don't let me hear about any dealers dumb enough to be stumped by this state sales tax issue... It makes no difference whether you are giving the customer a $4,500 trade-in allowance because of a federal stimulus program, or simply because your used car manager is an idiot! the sales tax generated is the same... Another big "duh" issue. Of course, if you are getting kinky and pumping up the new vehicle selling price to slurp up all the goodness from a $4,500 ACV on a vehicle the customer has agreed to accept $500 for, well... the State becomes your co-conspirator because they get more sales tax from your inflated sales price... Otherwise, whether you are in a state that collects tax on the difference, or the selling price, the deal should be unaffected in regards to sales tax... After all, can you get a sales tax credit from YOUR state when that idiot used car manager puts too much ACV on a trade-in that wholesales for a $4,500 loss?
Comment by Ralph Paglia on July 19, 2009 at 8:52pm
Is the credit subject to being taxed as income to the consumers or to the dealers that participate in the program?

The CARS Act expressly provides that the credit is not income for the consumer. However, the credit will be considered as income for the dealer.*

*EDITORS NOTE: Dealers should have little or no concerns about this provision... Of course the federal money is considered income, because it is part of the money that is paying for the new vehicle being sold! The altrnative would have been to let dealers pocket the NHTSA payments, and then deduct $3,500 or $4,500 from the deal when it is billed out for financial statement purposes... This is a big "Duh...", because whether th money comes from the federal government, or from the custmer, or from a lender, the dealer still has to account for all funds receved and apply them towards he income generated frm the sale of the new vehicle.
Comment by Ralph Paglia on July 19, 2009 at 8:48pm
Are trucks included in the CARS program? Some trucks don’t have fuel economy ratings. Are trucks eligible trade-in vehicles?

Maybe. Some trucks, such as work trucks, were never rated for fuel economy. For these trucks, age is the only criterion for determining whether they are eligible trade-in vehicles. If a consumer has one of these trucks, it must be from model year 2001 or earlier, but also the date of manufacture must be less than 25 years from the date the trade-in date, to be an eligible trade-in vehicle. Other restrictions may also apply.
Comment by Ralph Paglia on July 19, 2009 at 8:47pm
I don't sell American cars, but would like to participate in the program. Is this program only for American cars?

No. Consumers may trade in or buy a domestic or a foreign vehicle.
Comment by Ralph Paglia on July 19, 2009 at 8:47pm
In addition to the credit, do consumers expect full trade-in value for their vehicle?

No. The law requires the trade-in vehicle to be destroyed. The law requires you to disclose to the consumer an estimate of the scrap value of their trade-in vehicle.
Comment by Ralph Paglia on July 19, 2009 at 8:46pm
Does the program apply if a dealer wants to sell a used car?

No. The program does not apply to the purchase of used vehicles.
Comment by Ralph Paglia on July 19, 2009 at 8:46pm
Is there a cap on the price of the vehicle a dealer can sell or lease under the program?

Yes. The manufacturer's suggested retail price cannot exceed $45,000.

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