Autotrader CPO Study Sheds Light on Buyer Behavior

Isabelle Helms
VP of Research & Mar­ket Intel­li­gence
Cox Auto­mo­tive

Cer­ti­fied Pre-Owned car sales con­tin­ue to see growth in sales, and are up 10.6% over 2014. The per­cent­age of shop­pers who are aware of CPO has also increased sig­nif­i­cant­ly over pre­vi­ous years. While over­all famil­iar­i­ty is high­er in 2015 than in pre­vi­ous years, shop­per aware­ness of which brands offer CPO pro­grams is still rel­a­tive­ly low. It pro­vides an oppor­tu­ni­ty for OEM nation­al and region­al mar­ket­ing and web­site mes­sag­ing; deal­ers can adver­tise at local lev­el and ensure staff can speak to the sub­ject.

Auto­trad­er 2015 CPO Study — What You Need to Know

Most Car Shop­pers Think Deal­ers Cer­ti­fy CPO Vehi­cles:
Pur­chase inter­est increas­es when they learn its man­u­fac­tur­er pro­gram with war­ran­ty and inspec­tion.

New Car Shop­pers Will­ing to Pay $2,174 More for CPO, Used Will Pay $2,006:
Shop­pers for lux­u­ry new and used are will­ing to pay even more for CPO vehi­cles.

Mil­len­ni­al CPO Own­ers More Like­ly to Buy New Car from Same Brand:
Most CPO own­ers say they’ll pur­chase from same deal­er­ship again.

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