- Consumer
- Research and Strategy
- Marketing and Advertising
- Digital Marketing
- Video Production
CarSense
Driving a Dealer from Zero to Acquisition
CarSense is an unconventional used car dealer and has been a pioneer in no-haggle sales of certified used cars since before certified used cars were a recognized category. Founder Fran McGowen had long experience as the owner of Lincoln Mercury dealerships, and saw an opportunity to reinvent the used car business along more consumer-centric lines – he just needed help in creating a distinct brand with ownable points of differentiation. AB&C began work with CarSense before the introduction of the first store in 1996.
The Strategy
Recognizing the consumer’s desire for a hassle-free sales experience, AB&C positioned CarSense around the line One Less Thing in Life to Negotiate. In the beginning, this reflected the no-negotiation pricing model alone, but we helped to develop and introduce other offerings that embellished the promise, including a Lifetime Engine Guarantee, Home Delivery (introduced as Mouse to House), and a 5-day return guarantee. In the process, we created dozens of award-winning broadcast spots that reflected the brand pillars of integrity and humanity.
The Success
AB&C has helped to build CarSense into an $100 million enterprise that is the largest used car dealership in Pennsylvania, with multiple locations in both the Philadelphia and Pittsburgh metros. Our light creative style and many of our innovations have been widely imitated in the industry. In 2017, the chain was purchased by Penske, who retained both the brand and the agency. We are currently in the process of expanding nationwide.
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