Car retailer Carfax has been using a program called Carfax for Life. This program has helped car dealerships drive traffic during the pandemic as well as lets them use Carfax’s trusted name with specially branded service reminders. These reminders still go to the specific dealership, but because they’re sent from Carfax, statistically, they, on average, lead to four times engagement.
“CARFAX for Life has really closed the circle for us,” said Matthew Pennell, Marketing Director at Priority Auto Group in a Carfax press release. “We don’t have information the same way CARFAX does. CARFAX is able to send our customers manufacturer suggested maintenance, so it’s not us telling them to come back and buy tires, but a trusted third-party with accurate and pertinent data. Their emails to our customers have a 30% open rate, which if you know anything about it, is unheard of.”
The program also encourages people to “favorite” their program dealership as well as provide feedback. According to the press release from Carfax, these customers have had their cars serviced more often, with the average favorite spending an additional $62 per year and is 21 percent more likely to go back to the same dealer. The program has been designed to help keep car owners safe by getting their services done at the right time.
“During these times we need all the help we can get as it relates to driving people to the dealership,” Pennell added in the same news release.
He went on to share that in April, Priority Auto Group sent 24,000 emails to service customers through CARFAX for Life, and they saw 5,000 service visits from those reminders.
The brand also has had most of its 17 dealerships on the program since it started early last year. Overall, Priority Auto Group’s dealerships have more than 58,000 favorites from customers on Carfax’s Carfax Car Care.
Carfax has also announced multiple steps prospective car buyers should take when purchasing a vehicle during the pandemic. The full steps can be seen here, but they include:
- Do your homework on the vehicles you might be considering, which includes looking at the Carfax Vehicle History Report which is available for every car available on Carfax.com
- Ask the dealer to be your eyes and ears on the lot
- Research the car’s value to make sure you’re not overpaying
- Check for open recalls
- Take the car for a test drive
- Inquire whether the seller has a return policy