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Marketing programme boost for used car sales

Used cars dealers are being offered a new marketing programme designed to encompass the critical elements of concern for customers.

Taking its name from the motivation for a customer’s choice of car to be both safe to drive and a sound financial investment, the ‘Safe and Sound’ programme consists of a seven-part package. It will go live on March 1.

For a monthly fee in a 12-month contract, ‘Safe and Sounds’ creators WMS Group will provide participating dealers point of sale and marketing materials and the scheme will be backed by national and local advertising campaigns, including the endorsement of motor racing icon Sir Stirling Moss.

The seven-point package consists of:

 a safety inspection
 an HPI providence check
 mileage verification
 six-month warranty. Applies to cars up to six-years-old and 60,000 miles on the clock. Wear and tear on electrical and mechanical components up to 85,000 miles. This is backed by a further ‘18-months for the price 12-months’ warranty offer from WMS Group.
 six-month rescue and recovery package, provided through First Call GB
 a price verified by the independent usedcarexpert.co.uk, including a certificate for the customer showing a ‘high, fair and low’ value.
 a buy-back promise. The participating dealer will part-exchange the car “regardless of age, mileage and condition”.

Eric Stone, Safe & Sound business development director, said: “This is a no risk offering for dealers.

“They will sell more cars with Safe & Sound as these seven crucial elements to giving a consumer total confidence in a purchase have never been combined in one offer before. The price guide from usedcarexpert.co.uk has never been offered before.”

On the back of a six figure investment in establishing Safe & Sound, WMS Group is supporting the role out of the programme with 30 regional development managers to provide dealers with support and training. Marketing support includes national television, radio and press advertising, followed by local promotion of a participating dealer, as well as point of sale material such as flags, posters and key rings.

WMS Group is looking to appoint a network of 30 Safe & Sound dealers in the first six months following launch, 150 in 12 months and 300 in two years in the UK and Northern Ireland. This would represent just 2% of the used car retailers. “We don’t expect dealers to be competing with each other in the same region,” said Stone.

A dealer can be using another warranty provider for GAP, RTI or MoT insurance and still be part of the ‘Safe & Sound’ network.
 

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