Carfax Launches Ad Campaign

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CENTREVILLE, Va. May 21, 2009; Carfax has launched its largest-ever marketing initiative to boost used car sales and help shoppers find reputable car dealers. The first phase of the effort is a television advertising campaign airing nationwide on network and cable channels. Used car dealers that subscribe to Carfax have access to free point-of-sale materials that tie into the national advertising campaign. The entire initiative is supported by an extensive public relations and online marketing effort.

“Carfax has been working with their customers to spark consumer interest in used cars and build confidence in used car dealers,” said Ray Fenster, e-Commerce Director, Lindsay Automotive Group. “These new ads represent a significant investment in the well-being of our businesses and reflect the commitment Carfax has to our industry.”

The campaign, developed with input from hundreds of dealers and more than 5,000 used car shoppers, has increased consumer traffic at dealerships around the country. Carfax conducted exhaustive testing to ensure the ads were respectful, relevant and effective. Those results show that nearly 80% of surveyed dealers said the campaign would build consumer confidence in dealerships that provide Carfax Reports.

“Over the past few weeks we’ve seen a significant increase in potential buyers asking us for Carfax Reports,” said Cary Donovan, Vice President of Used Car Vehicle Operations, Sam Swope Auto Group. “We’re more than happy to show them the report because it helps us sell cars faster and for more money. It’s inspiring to see Carfax stepping up its efforts to support dealers in these troubled times.”

Extensive research and experience shows that dealers who provide Carfax Reports sell cars faster and for more money. A recent independent, third-party study showed that used car shoppers were more likely to visit dealers who offered Carfax Vehicle History Reports.

“We’re proud to be a partner with thousands of used car dealers,” said Dick Raines, president of Carfax. “We hope these ads help millions of buyers and thousands of sellers have more confidence in used cars. In fact, they’re already proving to be successful.”

Used car dealers interested in becoming part of the “Show me the CARFAX” campaign can call 800-444-0145. To see the new ads, visit www.carfaxonline.com/ads.

About Carfax (www.carfax.com) Millions of consumers rely on the most trusted provider of vehicle history information, Carfax, each year. Using the unique 17-character vehicle identification number (VIN) found on vehicle dashboards and title documents, Carfax instantly generates a detailed Vehicle History Report on any used car or light truck. Carfax Vehicle History Reports™ provide information that can impact a consumer's decision about a used car or truck. Carfax is a wholly-owned subsidiary of R.L. Polk & Co. For more information or to become a Carfax-subscribing dealer, visit www.carfaxonline.com.