Manufacturer case study: Mazda

Dealers on Mazda’s approved used car programme achieve an average of £250 more profit per unit, and sell a higher volume, than those that are not, said Tamara Brown, remarketing manager, Mazda Motors UK.

Mazda’s research has shown that the consumer perceives £1,500 added value in purchasing from an approved used car programme, which includes warranty, roadside assistance, a 30-day exchange and HPI checks.

Dealers selling approved used cars do better on Auto Trader, too. They averaged 16% more views per approved car, 57% more clicks, 40% more soft leads and 16% more hard leads by email or telephone. That was despite Mazda’s approved used cars listed on the classified sales website having 20% fewer images on average than non-approved ones.

A crucial advantage for dealers on the used car programme is exclusive access to quality late-plate, low-mileage cars from Mazda’s own company car or press fleet and 30 days of interest-free funding.

The carmaker has also completed a successful pilot of a repatriation sale with LeasePlan. That gave participating dealers access to three-year old Mazdas at up to 60,000 miles, which were ready to retail.

All the vehicles sold, and now Mazda and LeasePlan will work together on more repatriation, said Brown.

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