Picking out a used vehicle has never been easier. Penske Automotive Group has launched a Web site that enables prospects to view vehicle inventory for all 174 of its franchises in one place and schedule service appointments online.
This campaign also enables prospects to follow the company and its products through the introduction of a Facebook page, facebook.com/penskecars. Penskecars.com captures the look and feel of national automotive portals such as AutoTrader and Cars. Visitors may also search inventory by make, style, price, features or options.
Penske’s organization and the Penske name have been very successful. In fact, it boasts building more than 40 brands and over 25,000 new and used vehicles in stock.
Terri Mulcahey, the retailer’s vice president of business development, said that it did “a lot of testing” before and that it didn’t rush things before the launch. Mulcahey said that what consumers wanted was numerous photos, vehicle history reports and multiple search options.
Penske Automotive, which holds the title as the nation’s second-largest dealer holding company, has prepared a variety of digital campaigns. For instance, visitors to penskecars.com can win a VIP NASCAR racing experience.
This includes race day hospitality, pre-race access to the pit, roundtrip airfare to Phoenix, two tickets to the Nationwide and Sprint Cup Series Races, three nights lodging and rental car. The company declined to discuss the cost of running the Web site or launching campaigns. [via autonews - sub. required]