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Jay Rosario Wesley Chapel Nissan aggressively approaches the damaged credit market with the introduction of Rebuild America Auto Program

Jay Rosario Wesley Chapel Nissan aggressively approaches the damaged credit market with the introduction of Rebuild America Auto Program.

In August 2011 Wesley Chapel Nissan launched the Rebuild America Auto Program designed for helping customers with what’s typically considered bad credit. Rebuild America Auto Program focuses solely on finding auto loans for borrowers who have filed bankruptcy, those returning from military deployment and even people with repossessions on their credit report, says Glenn Gibson, general manager at Wesley Chapel Nissan.

“Rebuild America Auto Program took the time to build the department from the bottom up and get any hiccups out of our system,” Gibson says. “It was a matter of getting the right cars, finding reputable nationwide financial institutions and experienced sales experts who understand the challenges facing borrowers with damaged credit.”

The definition of bad credit varies from lender to lender, but Gibson explained that the Rebuild America Auto Program sales specialists usually work with customers who have a credit score below 600. Selling to buyers with subprime credit does provide the dealership a small margin for profit, but more importantly it opens the Nissan dealership to future referrals and service work, Gibson explained. It provides the dealership work across the board, he said.

“Bad credit auto loans accounted for 25-30 percent of all vehicles financed here in 2012 and we are projected to do 40 percent in 2013,” Gibson says. “It’s possible that the percentage could be even greater as borrowers spread the word.”

Members of the Rebuild America team have experience dealing with damaged credit buyers, and really have a feel for what these buyers are going through emotionally. These are people who have fallen on hard times and they need a steady hand to guide them to the right deal, Gibson explained.

The Rebuild America Auto Program department creatively approaches finding interested subprime buyers through print, television advertising, knowledge building targeted web articles and viral Facebook discussions. “Too many dealerships are letting these customers fall through the cracks because they don’t know how to handle the buyer and that can’t happen,” Gibson said in closing.

By Michelle Germann

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