Consumers Pretty Good at Self-Evaluating Trade-Ins
“So customers are evaluating their cars?” a dealer asked incredulously when an online tool was first introduced.
Four years ago, Juan Flores of Cox Automotive fielded a couple of skeptical questions from dealers at a meeting where he explained a then-new online tool that lets consumers calculate the value of their potential trade-in vehicles.
“So customers are evaluating their cars?” a dealer asked incredulously, wondering about the possibilities of the do-it-yourself efforts leading to overvaluations and imprecise condition reports.
Turns out, people who follow the guidelines are pretty accurate, Flores says today. He is the general manager of Autotrader’s Trade-In Marketplace, which oversees the online tool, now called Kelley Blue Book Instant Cash Offer.