Mazda’s Certified Pre-Owned (CPO) sales were shrinking. We knew the program was vital to boost brand reputation and increase the residual value of new cars.
We refreshed the CPO program around the message of “Confidence.” We crafted easy to understand icons that enhanced the CPO sales message. This was communicated with in-store signage, sales material and online advertising.
CPO sales beat year-over-year (YOY) by 239%, beat month-over-month by 437 units or 183%. Enrolled dealers were up 100% and CPO inventory was up 86% YOY. In simpler terms, Mazda sold a whole lot more CPO cars.