With used inventory at its lowest level since 2019 and certified pre-owned supply under pressure, dealers now have a new way to share their intimate knowledge about the history of the vehicles on their lot.
Driving the news: CARFAX last week announced a new “CARFAX Homegrown” badge, placed on “eligible CARFAX reports,” so long as the dealer sold the vehicle new, provided at least 75% of services at the dealership, and now has it for sale again.
According to the release, the new program will boost consumer confidence, given that data show these “homegrown” vehicles are often maintained by the same technicians, command higher value, and sell more often.
What they’re saying: “The CARFAX Homegrown badge on a CARFAX Report means this is a used car the dealer knows personally,” said Paul Nadjarian, Chief Product Officer at CARFAX.
“These vehicles have been serviced time and time again at the same dealership, which often reflects a higher level of care and familiarity. That can make a real difference for the next owner.”
Why this matters: Currently used inventory is constrained, especially among certified-preowned models.
In fact, vAuto data from March shows used inventory was down to 1.95 million, the lowest since 2019, while CPO sales have fallen as off-lease vehicles have dropped to 2.3 million at the end of 2025.
The goal here: “In a tight market, CARFAX Homegrown helps dealers stand out by highlighting vehicles with a known, trusted history. We’re already seeing these vehicles sell faster and at higher profit, while also helping dealers identify and acquire more of them. For shoppers, the badge builds confidence by signaling the dealer knows the vehicle inside and out.”
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