Honda and its luxury sibling brand Acura are launching a national ad campaign for used cars and SUVs as the automaker ramps up its certified pre-owned program to help customers facing rising new-car prices and dealers trying to improve profitability.
“We’re providing the strongest support we ever have for the CPO program, and customers are responding to it and dealers are enjoying the benefits of it,” Jay Joseph, division head of marketing for American Honda, told Automotive News at the NADA Show.
The two Japanese brands are riding an industry sales record for CPO vehicles in 2019 at 2.8 million, with Honda posting an 8.6 percent gain from 2018 and Acura up more than 20 percent, executives said. Strong lease returns should continue the trend this year.
After supporting the program last year with stronger warranties and additional complimentary services on CPO vehicles — including oil changes — American Honda is adding significant marketing dollars.
Ads that started last week on…
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