You've Never Bought a Used Car Like This
13 December 1999
You've Never Bought a Used Car Like This; iMotors.com, the Internet's First e-commerce Auto Company, Launches New Ad Campaign
SAN FRANCISCO--Dec. 13, 1999-ROADBLOCK No.1: Poor perceptions about the used car industry
ROADBLOCK No.2: Consumers barely trust "dot-com" advertising
ALTERNATE ROUTE: iMotors.com new ad campaign developed by
Saatchi & Saatchi
Today, iMotors.com, the Internet's first e-commerce used car retailer, launches its multi-media advertising campaign in San Francisco, San Jose, Sacramento, Orange County, Irvine, and Los Angeles. This $10 million campaign, which will be rolling out nationally throughout 2000, is a bold departure from the onslaught of unfocused hype that has characterized .com advertising in the past year.
"Anyone can ask for trust, but we have to earn it," said Rob Erlichman, VP of Marketing for iMotors. "Most consumers approach used car sellers with a fair amount of skepticism. Add to that the mis-trust of shopping on line and the hype of `dot-com' advertising and it became clear we could leverage our uniqueness to earn prospective customers' trust."
"No other online company has what we have. Our buyers find the cars customers want and our certified technicians make sure the vehicles are as close to new as possible. In other words, you've never bought a used car like this." The campaign, created by Saatchi & Saatchi, San Francisco, features iMotors' employees responsible for procurement, reconditioning, and quality control of vehicles.
In one television spot, Donovan, an iMotors buyer, retells a story about his search to find a "pearl white" car for a customer. Not just white, pearl white. Everything in this customer's life has to be pearl white--including his new car. "If that car exists in this country," explains Donovan, "then we are going to find it for him."
"When iMotors first invited us to see their Vehicle Certification Center, we knew we weren't dealing with `an ordinary dot-com' company," commented Julie Bauer, President of Saatchi & Saatchi San Francisco. "The facilities blew us away, as did the quality of the work and the passion of the people. It's the kind of environment advertising people dream about - the story that almost tells itself. That's why, more than ever, the advertising had to be honest, real, and genuine."
How iMotors Works:
| - | Shoppers can get a quote and order a used car at http://www.imotors.com. There, they can order a car, truck, SUV, or minivan by specifying the make, model, options, and colors they desire, and placing a $250 deposit via credit card through iMotors' secure server. |
| - | When the order is received, iMotors' team of experienced buyers tap the company's network of off-lease vehicles and commercial auctions, and sometimes will even buy at wholesale from a local dealer or private individual if that's what it takes to fill an order. Once found, each vehicle must pass an initial quality check including title search, after which iMotors transports the car or truck to the state-of-the-art Vehicle Certification Center (VCC). |
| - | At the VCC, each vehicle undergoes a 129-pt. inspection, exterior and interior cosmetic detailing, minor mechanical repair, and preventative maintenance performed by ASE-certified mechanics and technicians. The third and final quality check includes a re-inspection and test drive. |
| - | Vehicles are delivery to a local delivery center, and each comes with an iMotors' exclusive - an AutoBiography(TM), which includes the vehicle's inspection report, a detailed list of any service and maintenance work completed by iMotors and a title history report. All iMotors vehicles come with a 7-day/700-mile money-back guarantee, and a 3-month/3,000-mile warranty, as well any existing factory warranties. |
About iMotors
iMotors.com was launched in September 1999 as the Internet's first real e-commerce auto company, allowing customers to order pre-owned vehicles entirely online. iMotors.com is a privately-held company, backed by a renowned group of investors with successful track records at leading land-based retail and internet/e-commerce businesses. Investors include Global Retail Partners, Moore Capital Management, MeriTech Capital Partners, Oak Investment Partners, Rosewood Capital, Trinity Ventures, and Vulcan Ventures. For additional information, visit www.imotors.com or call 888-IMOTORS (466-8677).