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Jaguar, Honda tout No. 1 rankings in ads

American Honda Motor Co. and Jaguar Cars North America are using their top rankings by a consumer automotive information company to help market certified used vehicles.

In October, IntelliChoice of Campbell, Calif., cited Jaguar as having the best luxury certified used-vehicle program. Honda got the nod for having the best nonluxury certified used-vehicle program and the best used-vehicle warranty.

Dan Crowe, Honda corporate remarketing manager, said his company is touting Honda’s No. 1 ranking in dealership point-of-purchase materials and in banner advertising on Honda’s Web site, AutoTrader.com and about six other Web sites that feature Honda certified used vehicles.

Chris Brown, national remarketing manager for Jaguar, said the company will incorporate the Intellichoice message into the national advertising of its Jaguar Select Edition certified used vehicles.

Crowe and Brown said the IntelliChoice ranking is important because it is a third-party endorsement that carries weight with consumers. Neither would disclose advertising spending.

“It’s a third-party recognition; it’s the only company that sat down and took a look at the various programs,” Crowe said. “We have been recognized as having the No. 1 nonluxury certified used-vehicle program for three years in a row and for the second year for the overall warranty for nonluxury.”

Brown said Jaguar plans to increase the overall marketing of its certified used-vehicle program in 2002 from its 2001 level, partly to help promote used S-Types. The small Jaguar, introduced 2 years ago, is expected to show up in the remarketing arena in appreciable numbers in May, when many three-year leases end.

IntelliChoice, an independent consumer-oriented auto information company, examined 23 manufacturer certified used-vehicle programs to determine which ones offer the most consumer benefits. The programs are rated on vehicle inspection lists, warranties, roadside assistance benefits and return/exchange policies.

You can reach Arlena Sawyers at asawyers@crain.com

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