Wards Dealer Business – In a pioneering move, the 10-store Van Horn Group now leases used cars.

The 10-store dealership group in Plymouth, WI, began doing it to serve more customers and expand its pre-owned vehicle inventory, says Mark Watson, vice president-variable operations.

“We are trying to create with used vehicles a unique position, one that allows us to put the client into more vehicle at a lower payment through a lease,” he says.

Dealerships down the street who don’t offer used-car leasing may not be able to do that, he adds. “It gives us one more stab at winning the customer’s business.”

The Van Horn Group retails 13,000 vehicles a year, 70% of them used.

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