It’s no secret that the price of new vehicles has soared in recent years. With sticker shock becoming the new normal, more and more customers are hitting the brakes on buying brand-new and shifting their focus to used inventory. 

In fact, rising costs, combined with limited availability of certain models, have created the perfect storm for used vehicles to take center stage. If your dealership hasn’t doubled down on pre-owned yet, now’s the time. 

Let’s take a closer look at why pre-owned demand is booming, and how dealerships can meet customers where they are with the right strategies.

4 Reasons to Focus on Your Pre-Owned Strategy

1. Today’s Shoppers Are Looking for Value—and Finding It in Used

The average new-car price in the U.S. now hovers around $47,000. For many buyers, especially those financing, this simply isn’t sustainable—especially when paired with high interest rates and rising insurance costs. As a result, many shoppers end up rethinking their purchase altogether. 

That’s where pre-owned vehicles come in. They offer a more affordable upfront cost, often come with extended warranties or certified programs, and many are still packed with modern tech and safety features. 

Dealerships can lean into this shift by highlighting the value of late-model used vehicles, offering transparent pricing, and educating customers on certified pre-owned (CPO) options. The more you can show customers they’re not sacrificing quality for cost, the better positioned you’ll be to capture demand. 

2. Certified Pre-Owned Is the New Sweet Spot 

CPO programs are surging in popularity, and for good reason. They strike a balance between new-car peace of mind and used-car affordability. 

Customers get vehicles that have passed rigorous inspections, come with manufacturer-backed warranties, and often include additional perks like roadside assistance or free maintenance periods. For dealerships, it’s a win-win: CPO vehicles tend to turn faster and drive higher margins than non-certified inventory. 

Make sure your sales team is trained to communicate the added value of CPOs, and don’t forget to promote them online. Shoppers often research extensively before setting foot in the dealership, so make those benefits front and center on your website. 

3. Pre-Owned Isn’t Just a Sales Opportunity—It’s a Service One, Too 

Every used vehicle sold represents a long-term service relationship waiting to happen. 

Whether it’s an off-lease return, a trade-in, or auction-sourced inventory, pre-owned vehicles often require more frequent maintenance and repairs than their brand-new counterparts. That means increased opportunity to build trust and drive revenue through your service lane. 

Capitalize on this by creating service bundles tailored to used vehicles, promoting vehicle health checks during the first 90 days of ownership, and automating reminders based on mileage and wear items common to pre-owned units. Proactive communication and service offers go a long way in creating loyalty from day one.

4. Acquisition Is Just as Important as Sales

You can’t sell (or service) what you don’t have. As demand for pre-owned inventory grows, so does the need for consistent and creative vehicle acquisition strategies. 

That means going beyond trade-ins. Tap into service lane customers, implement buy-back programs, and consider sourcing tools, like Affinitiv Quote, that identify local private sellers and simplify the appraisal process. The more diversified your approach, the more resilient your inventory pipeline will be—especially when auction prices are high and competition is steep. 

And don’t underestimate the power of marketing. Promote your willingness to buy vehicles directly from consumers, and make the process simple, fast, and transparent. Many car owners don’t realize their used vehicle has increased in value unless you show them. 

Meet the Moment with a Pre-Owned Strategy That Lasts 

Rising new-car prices aren’t going away overnight. But with the right approach, this shift can fuel growth across sales, service, customer retention, and long-term value. Whether it’s spotlighting CPO benefits, boosting service retention on used units, or expanding your acquisition efforts, the time to lean into pre-owned is now. 

For more insights into optimizing your pre-owned sales and service strategy, contact us today. Our customizable solutions are designed to help your dealership stay ahead of market trends and customer expectations no matter how fast they shift.