DONNA HARRIS

Warranty Group plans Web site dedicated to certified used vehicles

Donna Harris covers automotive retailing for Automotive NewsDonna Harris covers automotive retailing for Automotive News
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One of the benefits dealers get when they sell automakers' certified pre-owned vehicles is easy advertising.

Many car manufacturers promote certified used vehicles on a dedicated Web site. For example, Ford Motor Co.'s site is FordCPO.com.

Now the independent service contract providers are getting in the game.

Among the first is The Warranty Group, a Chicago-based vendor of independent service contracts. The company intends to roll out a Web portal to promote its QCertified used-vehicle warranty program.

The Web site, QCertified.com, will launch soon after the National Automobile Dealers Association convention this month, says Rob Mancuso, a senior vice president with The Warranty Group.

Dealers will be able to post inventory that's Qcertified for free. The site will be advertised through search-engine and social media marketing campaigns as well as postings on eBay and Craigslist.

About 40 dealers are signed up so far, Mancuso says. Most are in the Midwest, but the site will post vehicles from around the country.

QCertified.com won't launch with the muscle of AutoTrader.com, and prospects gravitate toward the biggest selection. But the new site's inventory likely will grow -- postings are free.

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