SEWELL
Pre-owned sales initiative
One of the largest car dealership groups in Texas, Sewell Automotive wanted to transition their listings off third-party sites and increase sales of pre-owened vehicle offerings.
OBJECTIVE
Create a campaign for the pre-owned division of one of the largest dealership networks in Texas.
RESEARCH
Consumer focus groups
Management interviews
Third-party data
Competitive audit
Customer journey
Dealership visits
Secondary reports
FINDINGS
Consumers understood that any vehicle from Sewell would be a quality purchase.
The barrier was the misconception that Sewell's fantastic services, were only for those who purchase new vehicles. Unfortunately,
a lesser than mentality.
SOLUTION
I drive a Sewell.
Sewell had an established presence with its current brand campaign. Our solution was to continue the same campaign and include pre-owned focused messaging to ensure all customers know they are valued and a part of the Sewell brand experience.
