PHOENIX — From the recognition of top CPO Dealers of the Year to used-car retail advice, a plethora of panels and speakers took center stage at this year's CPO Forum held earlier this week at the Wigwam Golf Resort and Spa in Phoenix.

Automakers Name CPO Dealers of the Year

On Monday during a special luncheon at the CPO Forum, automakers revealed their CPO Dealers of the Year.

Paul Pejza, manager of General Motors Certified Used Vehicles, kicked off the luncheon with a special introduction.

He pointed out that about 15 years ago buying a used vehicle could be risky. There was no warranty and no Carfax report, among other factors.

"There was a lack of incentives for dealers and consumers," Pejza explained.

Then the luxury brands stepped in and pioneered the certified offering, he noted.

"Now there is clearly a distinct market between new and used. With the current climate CPO is a good option. The certified segment is here to stay," he added.

Beginning the awards, Pejza announced that GM Certified's Dealer of the Year is Karl Chevrolet.

Because a dealer representative could not be on hand at the event, Pejza accepted the award in the store's honor, saying, "Certified is a huge part of this dealership."

Next up was Mark Webster, representing Mercedes-Benz Certified. Taking the stage, he quickly said Fletcher Jones Motor Cars has produced both the sales numbers and quality needed to succeed.

"Fletcher does a great job. Great on reconditioning. Great on training," he highlighted. "The store sold over 2,000 vehicles last year and over 200 last month," Webster reported.

Accepting the award from Webster on behalf of his store was Paul Kraft.

Volkswagen's top CPO Dealer of the Year is Boardwalk Volkswagen.

Rob Martin, of VW Certified, quickly pointed out that this store has not only made its mark as the No. 1 CPO dealer, but is also one of the automaker's top new-car dealerships as well.

Taking home the award for his store was Shane Dove.

Meanwhile, when it came to Chrysler, Lisa Way, senior manager of remarketing and certified pre-owned vehicles, said the dealership she is recognizing has "done a great job for us."

The honor of Certified Dealer of the Year went to Power Chrysler Jeep and Dodge. Warren Miller accepted the award.

Turning to Subaru, the award went to Romano Subaru. Jim Sarchese, of Subaru Security and CPO, noted that this is the automaker's third consecutive year of doubling sales.

David Romano, of Romano Subaru, was on hand at the event to take home the CPO Dealer of the Year Award.

Unfortunately, the honorees for Cadillac, Lexus and Toyota could not be in attendance. However, the awards went to Sewell Cadillac, Sewell Lexus and Longo Toyota, respectively.

Dealers Share the Top CPO Tricks of Their Trade

At this year's CPO Forum, a number of highly successful certified dealers shared their tried and true best practices in the areas of luxury and non-luxury brands, as well as advertising and marketing.

In the luxury arena, dealers representing a variety of brands provided attendees with some of their trade secrets.

For instance, Paul Kraft, of Fletcher Jones Motor Cars, said that on the luxury side, it can cost up anywhere from $3,000 to $5,000 to certify a vehicle.

"So some dealers do not want to make the commitment, but if you do, money will come," he explained.

In order to verify the vehicles are reconditioned properly, he said that every Thursday morning at 7:30 a.m. the dealership managers, in addition to occasionally the owner, expect all the reconditioned units to be lined up and running. These executives then take all the vehicles on test drives to make sure the vehicles are in the best shape possible.

"The service and detail guys know we will take notes and send some back," Kraft highlighted. This ensures the service department is doing the best possible job, he noted.

Mike Baker, of Bob Baker Lexus El Cahon, said a step he finds helpful comes right after a new salesperson is hired. He teams the salesperson up with a "vocal" technician who will walk and talk the new team member through the inspection checklist and show the new hire what is involved in the certification process. This ensures the sales professional knows exactly what goes into a certified unit, he stated.

On the non-luxury side of the business, David Romano, of Romano Subaru, said most of his profits come from the