With demand for pre-owned vehicles continuing to surge, one dealership group with three Kia locations decided to get strategic—and resourceful. Instead of relying solely on auctions or outside channels to restock inventory, they turned to a source they already knew and trusted: their service lane.

The Challenge

How do you increase pre-owned inventory without overpaying or overextending? The answer was sitting right in their bays—well-maintained vehicles from loyal service customers.

The Strategy

The group leveraged data from recently closed repair orders to identify customers who had serviced their vehicles in the past 30 days. These customers received a compelling offer: a $500 trade-in bonus if they traded in their vehicle.

This campaign was delivered through email, SMS, and outbound BDC calls, ensuring consistent outreach and maximizing engagement across channels. The goal? Drive meaningful conversations that lead to trade-ins.

The Outcome

In just 30 days across all three Kia stores, the campaign delivered:

• 9 new car sales
  
• $17,000 in additional gross profit

By tapping into existing customer relationships and making trade-ins more attractive, the group not only replenished their pre-owned inventory, they did it profitably.

The Takeaway

Sometimes the best inventory is already in your driveway. With the right data, message, and timing, your service lane can become your strongest acquisition channel.

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