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by
Robert Hollenshead
Sep 11 2011 1:39PM
The Desirability Index of a vehicle is a predictive level of activity a vehicle will create when offered for sale. What activity to expect on a specific car in the market…today.
Is the demand great or is it limited? What characteristics of any given car make it more or less desirable and how does the combination of characteristics affect the salability the first time offered for sale. The lower the desirability the less likely it will bring a bid at a level to convert a sale. The higher the desirability the greater probability it will not only sell the first time offered but will sell at a higher price then expected .
Some of the factors that are used to calculate the index are the expected color, mileage, and options. Other considerations are proprietary. They include VIN confidential conditions such as existing and previous paint work, exportability, build date, color combinations, search engine
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by
Robert Hollenshead
May 23 2011 10:38AM
In the market today there are two major players, CarFax and AutoCheck.
CarFax is by far the brand that is recognized by the retail public due to tremendous commitment of marketing on their part. Massive advertising and very tricky, marginally untruthful facts, have proven to be very successful in building their brands.
They originally came to the market by targeting the dealer body and were scornfully rejected. They turned to a ferocious very costly retail public advertising campaign. Employing extremely catchy, while marginally deceptive, catch phrases has proven to be very effective. By any account it is brilliant marketing model that should be taught at Wharton School of Business. It has forced the dealer body to rounded profess validation of the product even while dealers know the report’s patent invalidity.
They entered a market that is void of competition with a product that is difficult to refute, regar
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