WALR Superior Chevy Succeeds with Cox Media Group

The Challenge

Superior Chevrolet needed to sell more units by assisting credit challenged customers with new credit sourcing. (Local Banks and other sources were not acting on many loan applications)

The Resource

Superior Chevrolet was introduced to (2) existing credit unions that were clients of Kiss 104.1FM that could fill the need of “new credit sourcing”. The credit unions would benefit as they were seeking new memberships. Superior Chevrolet utilized the "Invest in America" incentive with GM to allow the dealership to offer additional discounts ($500-$1000) when financing was completed with a local credit union. Customers could go to the credit union or the dealership and pre-qualify for the sale.

The Idea

"Save Now, Save for the Future Credit Union Car Sale" Events.

Every loan that was financed at the event with the partnering credit union received the Invest in America dealer discount, plus a $100 deposit in a new Credit Union Account. The event was promoted through a broadcast schedule, web banners, streaming, email newsletters, and client databases. The event was made fun with door prizes, food, etc. In addition, an insurance company was invited to insure the car could be driven off the lot at the event.

The Results

Prior to the first event, Superior Chevrolet was averaging 3 Sales per day on Saturdays. At the first event, 17 Vehicles were sold with sales of $251,600 - all which were financed by the participating credit unions. At the second event, 25 Vehicles were sold with sales of $338,000. In addition, throughout the 2 events, the credit unions signed up 89 new members. The account manager received a referral due to the success of this campaign. Bonus: The station used the success of this model to close additional auto dealers/credit unions.