Few people who watched TV in the 1970s can forget the Alka-Seltzer spot in which the waiter tried to get a customer to eat spicy food as a voiceover intoned: "Try it - you'll like it."
Dallas-area dealer Jerry Reynolds, who was Ford dealer council chairman from November 1999 through November 2001, found himself making a similar pitch to dealers when Ford Division approved its Quality Checked Certified Pre-owned vehicle program. But, unlike the food, which caused a bad case of indigestion, Ford's certified used-vehicle program caused a positive gut reaction.
"When Ford decided to roll out that program, I was heavily involved in it," says Reynolds, 45, owner of Prestige Ford of Garland, Texas, and Prestige Ford of Edmond, Okla.
"A Detroit dealer named Jerry Jorgenson and I went to a dozen or so cities talking to used-car managers to see what they thought was the best program," he says. "It was clear at the time that Toyota had the very best program, and we closely mirrored theirs."