How Trade-In Marketplace Has Thrived


By Juan Flores

For deal­ers mar­ket­ing to savvy con­sumers in this era of trans­parency, trade-in value has increased in impor­tance. Juan Flo­res, recently hired by Auto­Trader as Trade-In Mar­ket­place direc­tor of oper­a­tions, says it’s a unique oppor­tu­nity to bring together con­sumers and deal­ers – mak­ing the trade-in what con­sumers expect and what deal­ers prefer.’s Trade-In Mar­ket­place gen­er­ated its five mil­lionth offer in mid-January, after hav­ing been started up at the peak of the reces­sion in June 2009. It’s the only place con­sumers can go to access instant offers on their used cars.

Con­sumers get a no-haggle trade-in, and deal­ers gain third-party cred­i­bil­ity on the val­u­a­tions plus a cost-effective way to source pre-owned inven­tory. It mit­i­gates risks for deal­ers; deal­ers are given 72 hours to keep the car on the lot or ground it.

“There’s an insa­tiable need by con­sumers for more infor­ma­tion,” Flo­res says. “Trade-In Mar­ket­place is a fun­da­men­tal lead dri­ver product.”

Flo­res, very enthu­si­as­tic about his new role with – par­ent  com­pany to his for­mer employer, Kel­ley Blue Book – thinks his new role at is per­fect for the chang­ing land­scape for buy­ers and sell­ers, and is per­fect for him to chan­nel his back­ground at KBB, OEM sales, and cap­tive finance.

Juan Flo­res, direc­tor of Trade-In Mar­ket­place oper­a­tions, can be reached at