CDK's purchase of Auto/Mate may create a major disruption in the dealer management system (DMS) industry. Here is our take. DOWNLOAD
Imagine negotiating with a consumer and when you get to talking about the price of the car, your customer tells you that you need to take $370 off your price because CarFax said so. The consumer tells you that ON YOUR OWN website, they clicked the CarFax report and it told them that the car was worth $370 less.
The question that begs to be answered is: Less than What???
This is not a fantasy. Check out this CarFax link to a car that is offered at Checkered Flag in Virginia. The Checkered Flag Group was unaware of this great "NEW" feature offered and implemented by CarFax. Every car has an icon to print a free CarFax report.
When you look at the CarFax report, there is NO explanation to where this deduction in value comes from. There are no accidents or damage according to this screen.
The backlash has started. Dealers have emailed me to say that their CarFax representative did not have any solid answers to their questions.
Were you aware that CarFax was adding this number? Do you want CarFax into your pricing equation? Share your thoughs.