Selling a used car made easy
A new ad campaign by Cars24 says scientific inspection of a used car is the surest way to get best price for your used vehicle
With the emergence of digital marketplaces for used cars, the process of buying and selling of vehicles have become easy. However, a key concern for sellers is figuring out the correct price for their used cars. While sellers hope to extract the highest price for their vehicles, buyers are equally eager to close the deal at the lowest possible price by downgrading the value of the vehicle on one count or the other.
A new campaign by Cars24, a platform for selling and buying used cars, highlights precisely this dilemma In the television commercial (TVC) titled ‘Car becho,
best price mein’ — its first — actor Boman Irani can be seen struggling to sell his car as he haggles over its price with potential buyers. Next, we see him crossing paths with a Cars24 representative who walks him through the process of scientific inspection and online auction of a car. The executive successfully convinces Irani about the advantages of selling a car online.
“For a used car seller the main expectation is to get the best price. Sellers, in their quest to get the highest price for their vehicle, often forget that it is an art to determine the best price for a used vehicle. We are reaching out to potential sellers with the promise of helping them discover the optimal price for their cars through scientific inspection at our physical stores,” says Vikram Chopra, chief executive officer (CEO) and co-founder, Cars24.
Chopra emphasises that more often than not, the assessment of a used vehicles is subjective. A buyer will only focus on highlighting the best features of the car, whereas a seller will focus on raising questions about the condition and performance of the car. Given that, he says, scientific evaluation of a used vehicle is the best way to arrive at the real worth of a used vehicle.
According to various industry reports, as of 2017, the used car market in India stood at ~4,000. Over the next five years, the market is expected to grow to ~1,00,00, making India one of the top three used car markets globally.
The campaign ‘car becho, best price mein’ has been conceptualised by creative agency, Happy mcgarrybowen. Cars24 hopes to spend a total of around ~100 crore on the current leg of campaign and the marketing activities planned over the next three years or so. The current TVC is the first big format launch campaign for Cars24. The brief to the agency was to use the opportunity to differentiate the brand from other players in the industry and establish Cars24 as the preferred destinaton for second hand car sales.
Kartik Iyer, CEO and co-founder of Happy mcgarrybowen, says the second hand car sales segment is highly disorganised. With many agents, websites and platforms
The brief to the agency was to establish Cars24 as the preferred destinaton for second-hand car
quoting unvalidated prices, the seller gets confused trying to dispose of his vehicle. Indeed, in most such transactions it is the seller who gets the short end of the stick.
“Cars24 has a unique process of validating the exact price based on the condition of the car, which is determined after a detailed inspection of the car. The campaign drives home the point that lack of trust and transparency makes the job of selling a car an onerous affair. The idea is to demonstrate that the seller would get a fair value for his car if he sold it through Cars24,” says Iyer.