L2’s Digital IQ Index: Auto finds that even though 90% of auto brands link to their certified pre-owned sites, they lag behind new car pages in features. Just 75% brands feature a photo gallery on their certified pre-owned pages, compared to 95% on new vehicle pages. Only 56% of certified pre-owned brand sites link to a dealer search feature vs. 79% of brand sites. And, just 5% of certified pre-owned brand sites have a live chat feature vs. 38% of new cars. Furthermore, not many brands add features unique to used vehicles. For example, less than half provide details on the inspection process and less than 2/3 allow viewing of owner history.
On the surface, it makes sense that auto brands would invest in promoting new cars over used ones. But used car prices have outpaced new cars since 2009 due to a bump in demand. And the gross retail profit on used cars came close to $2400 in 2013 (up 13% year over year), twice that of new models.