CPO Leader Relies on Repeat Customers
Karl Chevrolet was named top nationwide seller of GM Certified Used Vehicles just two years after joining the program.
March 7, 2007
Karl Chevrolet, a relatively new entrant to the certified pre-owned world, has climbed to the top of the sales charts recently by practicing the same general principles instilled by owner Karl Moyer nearly 30 years ago.
Be customer-oriented, his son, General Sales Manager Bret Moyer, says, and run a structured business.
The Ankeny, IA, dealership is reaping the benefits of the conventional advice. It received the latest General Motors Certified-Used-Vehicle National Sales Leader award recently. The honor comes just two years after joining the CPO program in 2004.
“We didn’t go into it full force,” says Bret Moyer. “That first year, we only certified 75 vehicles, and the second year we certified about 500 vehicles.”
The numbers jumped considerably in 2006, when Karl Chevrolet sold more than 1,900 GM certified-used vehicles. Nationwide, GM sold 449,461 certified-used vehicles, ranking as the top-selling manufacturer-certified brand for the fifth year in a row.
“Karl Chevrolet’s position as the national sales leader is a strong testament to the peace of mind and value GM Certified brings to their customers,” says Paul Pejza, GM Certified Used Vehicles manager. “That commitment is reflected in their outstanding sales results.”
General Sales Manager Bret Moyer
The younger Moyer attributes his success to the GM Certified Used Vehicle program, citing its extended warranties and incentive rates. Since Karl Chevrolet’s used vehicles became GM Certified, Moyer estimates sales have increased 15%-20%.
“We could see the value in selling GM Certified,” he says. “It cost us a little more to certify a vehicle but, if we sell that vehicle, we figure we can get an increase in profits rather than keep them the same or have them be less.”
He adds that reputation, inventory and determination also play a role in the dealership’s success.