All they needed were flashy banners and enticing hooks to draw people from the newspaper to the showroom. But now, the advertising game is a little more complicated. The Internet, certification and the ever-growing market for trucks and SUVs add new layers to advertising, and many dealers are spending more to reach potential buyers. To most franchised dealers, the fax machine is the linchpin of financing. Banks invariably respond, and the dealer and customer reach an agreement, shake hands again and close the deal.
Nobody wants a used vehicle anymore.
No wonder remarketers have started digging into their pockets to improve their reconditioning operations. After a decade in the retail motorcycle and automobile business, Kenny Osborn's business partner came to him with a proposition. Twenty years later, Osborn is still looking to cash in on his partner's promise. Drop that same phrase to a manufacturer's remarketing manager and you're more likely to see a frown. That might be a slight generalization, but it shows two pervading attitudes about certification in the used vehicle market.