The inclusion of Certified Pre-Owned (CPO) cars in certified web spaces is a common practice in the American car market because for a car to be a CPO, it has to be up to the mark in certain aspects. For example, a CPO car cannot be more than five years old, cannot have over 80,000 miles on it, and has to be mechanically and structurally sound.
Honda is the first automaker to include non-CPO cars on its certified website. This means that the website now includes cars that are ten years old and have done well over 100k miles. Moreover, non-CPO options are incredibly cheaper than CPO vehicles.
The American Honda’s Auto Remarketing Manager, Dan Rodriguez, stated in his discussion called Car and Driver that Honda’s decision to introduce even cheaper cars is focused on pulling younger and more budget-conscious buyers to the brand. Honda believes that the brand’s reliability, coupled with the low price tag, may garner the loyalty of a lot of new buyers.
“In a utopic world, we’re bringing in this young, first-time buyer into our brand through a used car where the car’s been checked by our dealer network that knows the car the best and has technicians who have been trained on it… so the experience is a good one. Our goal is to bring them into our family and then keep them for a lifetime,” Rodriguez remarked.
According to him, the company seeks to add more value to this service over time. He also revealed that Honda is devising a strategy to offer some sort of warranty package along with the service.
This service model can do wonders for an emerging automotive market like Pakistan’s. Car buyers are often on the lookout for cheap but usable options in the used car market and this service can potentially benefit both the buyers and the brand.