What does “Certified” really mean?

For the mobile repair technician often working in dealerships, the term “Certified” typically means the dealership is putting their stamp approval on the quality of a vehicle. Not every pre-owned vehicle is capable of gaining this “Certified” designation, but those that are should be prime targets for mobile repair technicians.

Sales of certified pre-owned vehicles hit a record 2,112,000 in 2013 an increase from more than 15% in 2012. A total of just fewer than 42 million used vehicles were sold in 2013 but only 5% were considered certified. With the average cost of a new vehicle at over $30,000, it’s no wonder consumers are looking for something of high quality with a lower price tag. The term “Certified”, which in all reality can be defined by whatever terms the dealership determines, has been marketed exactly to this cost conscious customer who is seeking quality.

To the average consumer, the term “Certified” means the vehicle is in good shape, void of any defects and should last them a fair amount of time without the need of any expensive repair bills. It’s the next best thing to buying new in the minds of most consumers.

To the average mobile technician, the term “Certified” should mean the Dealership is willing to spend a little more on this vehicle than others not so designated. Taking this into consideration, these vehicles deserve a little closer inspection as you walk your lots to find damaged vehicles in need of your service. Additionally, other minor damage such as; light clear coat scratches, minor stone chips or even a small carpet stain which normally would be considered too minimal to take notice, maybe worth putting on your list.

Keep in mind, what may look minor to you, might not look minor to a potential customer especially considering that in their minds “Certified” means almost new. Since it is your job to help your dealership sell more vehicles, don’t skip on this opportunity to help them do so. Point out the minor damage and remind them that “Certified” means: It’s worth spending a little more money on!

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