Manheim Launches Its First All-Digital Auction - AutoSuccessOnline

Manheim Launches Its First All-Digital Auction

This innovative auction experience provides a digitally advanced, comfortable setting where buyers and sellers can bid in person or online using Manheim Simulcast.

Manheim Tucson Becomes Company’s First 100 Percent Digital Site

To drive greater efficiencies for clients while helping to create a safer auction experience, Manheim debuted its first all-digital auction with a ribbon-cutting on Wednesday, May 22, at its Manheim Tucson location. The new four lane format is a live auction where vehicles remain parked in designated spots and are offered for sale digitally by an auctioneer via oversized monitors featuring enhanced images, barcode price scanning capability and condition report information. 

This innovative auction experience provides a digitally advanced, comfortable setting where buyers and sellers can bid in person or online using Manheim Simulcast. The inaugural sale included more than 300 online and in-lane bidders and achieved an approximate 76% sales conversion rate.

“Bringing the excitement of the auction to clients in a live, all-digital format is a key move in our broader digital strategy,” said Grace Huang, president of Manheim. “With advanced vehicle information and imaging, we are able to deliver digital solutions that create greater confidence and efficiencies while delivering a safer auction experience for everyone.”   

Manheim’s first all-digital auction is a natural evolution of its digital strategy. While Manheim Tucson is the first site to implement this new technology for an all-digital auction, Manheim has been adopting digital lanes at sites across the U.S. with more than 100 already in place.

Manheim Tucson predominantly handles dealer vehicles under $5,000, which can be challenging to sell through digital channels such as Manheim Simulcast. Manheim Tucson was chosen to prove that an all-digital auction could appeal to all types of buyers and work for all vehicle price points by creating a digital experience as close as possible to a physical sale.

With its first sale completed and with very positive reaction from dealers, the location is preparing for its Digital Debut Grand Celebration on Wednesday, June 5. On this day, the team will run a Total Resource Auctions sale at 9:30 a.m. and their regular sale at 10:00 a.m. Giveaways will be provided to the first 200 attending dealers along with special sale incentives.  

“I see the benefits and efficiency of digital lanes. No emissions in the lanes, and the increased safety that comes with moving to a digital auction help prevent accidents from happening in physical lanes,” said Vinnie Da Cruz of Simply Sell it Now, located in Tempe. “In an industry such as the reselling of automobiles, to not accept technological growth is almost certain death.”

The location’s all-digital launch supports Manheim’s goal to offer clients greater choice, tools and convenience when doing business in the Manheim Marketplace. The company’s mobile app, Manheim Express, also serves as a digital tool where dealers can access the largest wholesale marketplace to buy or list vehicles directly from their smartphones. Both solutions were created to address the increased demand from Manheim’s clients to conduct more transactions digitally. Nearly half of all vehicles sold by Manheim in 2018 were through digital channels, a trend that is expected to increase this year.

“Our team was so excited to be part of creating a new chapter in our company’s history,” said John Duplanty, general manager, Manheim Tucson. “Our main priority was to work closely with our clients, preparing them for the change and help them realize higher conversion and retention performance. This has been a big win for our buyers and sellers.”

While Tucson is Manheim’s first all-digital site, it could be an early indicator of the wholesale digital marketplace’s future.

“I think going with digital auctions – without driving the cars through the lanes – is a brave move the rest of the auction industry will look up to,” said Wail Abushaar, dealer principle at Pioneer Automotive, located in Tucson.

Links:
Manheim

You May Also Like

Vero, Privacy4Cars Partner on Identi-FI, Identity Theft Protection

Auto dealers within the Identi-FI program will be able to offer Vero’s suite of identity theft tools to customers as a revenue-generating service add-on during the sales process.

Vero announced an exclusive partnership with Privacy4Cars to offer Identi-FI, a full-circle solution that protects against personal data abuses by providing peace-of-mind vehicle data deletion and ID theft recovery.

The solution pairs Privacy4Cars' patented AutoCleared and Vehicle Privacy Report tools with Vero's 3-Generation Fully Managed Recovery (FMR), providing a comprehensive solution that is available now as a membership subscription to qualified auto dealers and distributors.

JM Family Enterprises Names President & COO

As president and COO, Chait will be responsible for all company operations within JM Family, working closely with the senior leadership team to execute on company strategies and drive key initiatives. 

Cars.com 2024 Dealer of the Year Awards

The awards recognize the best local car-shopping experiences across America.

Holmes Honda in Shreveport Receives 16th President’s Award

The President’s Award recognizes superior achievement in customer satisfaction, new-car-unit sales volume and business management.

Tim Lamb Group Brokers Sale of Foothills Lincoln Mazda

The Spokane, Washington, dealership has been rebranded but will be keep all existing Foothills team members at their current seniority.

Other Posts

Service Satisfaction Improves but Appointment Wait Times Continue to Grow, J.D. Power Finds  

According to the study, dealers continue to grapple with parts and labor shortages that are fueling longer wait times for appointments.

700Credit Integrates with One View

This integration will allow dealerships to store sensitive consumer information including credit reports and required compliance documentation through a secure integration into the digital deal jacket.

WarrCloud Study: Cost of Processing Auto Warranty Claims Increases by 28%

The study examined current practices surrounding warranty claims, human resource allocations, and the mechanisms of tracking and streamlining service department costs.

Solifi Launches 2024 Global Leasing Report

The report details insights about the world’s top 50 leasing markets.