Mar 25, 2013
By Dale Goldhawk
11:15am ET | Brian Vaille, VP Marketing for Roy Speed & Ross, partner with Canadian Black Book on this program
12:15pm ET | Jim Wilson, can Lyme
GUEST – Brian Vaille, VP Marketing for Roy Speed & Ross, partner with Canadian Black Book on this program ( administering service across dealer network.)
TOPIC – Canadian Black Book unveils new ‘seal of approval’ for used cars and trucks
INFO – At the Canadian International Auto Show Canadian Black Book (CBB) announced that it will begin allowing its brand to be featured on select vehicle window stickers at used car lots nationwide.
“This is a first for Canadian Black Book – using our brand directly on a vehicle to help the consumer make a smart buying decision,” says Kathy Ward, CEO of Canadian Black Book. “Our ‘Validated Value’ program is unique and just one of several moves we plan to make to grow our brand’s significance to both consumers and dealers.”
Focused initially on Certified Pre-owned vehicles sold by franchise dealers, consumers will be able to use their smartphone to confirm in real time that the vehicle on the lot has a value validated by Canadian Black Book.
QR codes on CBB ‘Validated Value’ stickers will link back to individual vehicle listings in a national database maintained by Roy Speed & Ross (RSR), the Canadian vehicle registration, tracking solution and dealer systems company contracted by Canadian Black Book to administer the program.
Kia Canada is the first manufacturer to sign on.
“We see tremendous benefit in this program,” says Maria Soklis Vice President & COO of Kia Canada. “Our participating dealers whose used vehicles meet Kia’s rigorous Certified Pre-Owned criteria are now eligible to earn a higher validated value from Canadian Black Book.
“Canadian Black Book is a trusted sourced for unbiased vehicle values. Its recognition that certified pre-owned vehicles – under the right conditions – deserve a higher value, is an important acknowledgement for this growing category,” she adds.
“All used cars are not the same, even if they are identical models,” says Josh Bailey, vice-president of research and editorial for CBB. “To recognize the extra effort that goes into reconditioning a used vehicle to stringent factory standards, CPO vehicles earn a higher Black Book value and it becomes easier for consumers to make informed buying decisions.”
As a 15-year-old company with a reputation for implementing sales and operational processes that positively impact dealers and car buyers, RSR is a natural fit to administer this new program says Karey Davidson, CEO of Roy Speed & Ross. “This program will reinforce greater transparency and consistency in the certified pre-owned category, providing consumers with a trusted third party assurance that they are buying a better vehicle,” she adds.
Brian Vaile, vice-president marketing and new programs for Roy Speed & Ross says, “The Validated Value program will have a strong public awareness component to help educate consumers about certified pre-owned cars and trucks, and how the added mechanical and aesthetic scrutiny and warranty backing of these vehicles presents a strong buying advantage. It’s like the green triangle you see on work boots. In this case, Canadian Black Book provides its trusted stamp of approval and RSR is responsible for making sure it appears exclusively on the right vehicles.”
Canada’s trusted source for unbiased vehicle values for more than 50 years, CBB’s roots are in providing proprietary industry data to insurance companies, banks, automotive manufacturers and dealers in booklet form and online. But in 2010, to meet the increasing needs of consumers researching vehicle purchases online, the organization launched a robust consumer web site. Featuring vehicle listings, free car-buying and trade-in tips and value calculators, www.canadianblackbook.com has had more than 11 million Canadians log over 100 million page views since its launch.
GUEST – Jim Wilson, can Lyme
TOPIC – Lyme disease