AutoTrader.com New Price Markdown Feature Enables Dealers to Highlight Affordability

AutoTrader.com is giving dealers another way to attract shoppers to their new car inventory with the new Price Markdown feature, which enables dealers to systematically subtract the amount of special offers from the price of their vehicles. With this tool, dealers are able to more easily highlight the affordability of their new cars and entice shoppers who may be undecided between a new and used vehicle.

Previously, dealers were able to advertise that special offers were available for their vehicles, but the Price Markdown feature takes that to the next level by enabling them to markdown the advertised price of their vehicles, moving the vehicle into a lower price bracket online. With an easy-to-use tool, dealers can select to have special offers of any type—OEM offers and custom offers—systematically applied to their listings by vehicle make. For each make, dealers can also select whether the offer amount is subtracted from the MSRP or retail price.

A November 2011 survey of shoppers on AutoTrader.com showed that price is by far the most important factor consumers consider when deciding what vehicle to purchase. A full 88% of respondents selected “price” when asked to indicate their top three most important factors in that survey.

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