Certified Pre-Owned Manager
About half the sales at Flemington BMW are for pre-owned cars, says Steve. In this market, dealerships often become “virtual showrooms” as people shop for specific autos over the Internet before coming in—often from out of state— to inspect their dream cars in person.
The key to making a sale, says Steve, is to have a great inventory and be priced well. “Price is very important,” he says. “If you’re not priced aggressively, people aren’t going to come.” The majority of pre-owned cars at Flemington BMW are former lease vehicles that are in really good shape, he notes.
“Transparency is key in this market. Consumers are armed with a lot of knowledge,” says Steve. He has software that shows people how the dealership ranks in price compared to similar cars for sale. “Consumers see that and feel comfortable once they’re here,” he says.
Depending on the condition of the car, options, mileage and other factors, the best value isn’t always the lowest price car,