CarMax has pushed the industry in new directions before. Its latest move could prompt others in the highly competitive used-car space to reconsider their return policies.
The nation's largest used-vehicle retailer last week said it was increasing the money-back guarantee on its vehicles to 30 days after purchase, more than quadruple the previous seven. At the same time, CarMax also said it now offers 24-hour test drives for its vehicles.
The move comes as more consumers shop for big-ticket items online. It's CarMax's way of adding a layer of comfort for those who choose to do so, CarMax Chief Marketing Officer Jim Lyski told Automotive News.
"We have really just thought of what are all the ways we can put that customer at ease," Lyski said.
The effort, which is being marketed as CarMax's "Love Your Car Guarantee," was borne from extensive research, Lyski said. That research found that 63 percent of shoppers said they needed more than seven days …