Capital One Auto Finance is pushing its digital Auto Navigator tool to the masses with a national commercial featuring Eugene and Sarah Levy, actors from the popular Canadian television series Schitt’s Creek.
The 30-second commercial features Eugene Levy showing up at the home of this real-life daughter Sarah Levy at four in the morning, armed with pen and paper, saying “You said you were buying a car today, so I stayed up and crunched all the numbers.”
Sarah Levy pulls out her smartphone and explains that she already used Capital One’s Auto Navigator to find her car and get pre-qualified for an auto loan. “Now, all I have to do is head to the dealership,” she says.
The ad is designed to highlight some of the most common consumer pain points when purchasing a vehicle like “credit score impacts, lengthy time commitments, loads of research in different places,” a Capital One spokesperson told Auto Finance News.
“We wanted to demonstrate the power of Capital One Auto Navigator in helping to alleviate these pain points,” the spokesperson said. “Our goal is to make it easier for our customers to pre-qualify instantly and see their real rate and monthly payment on millions of vehicles, all at their own convenience.”
Auto Navigator, first launched in 2015, is a digital tool that allows car buyers to prequalify for financing and see their rate and monthly payments prior to visiting a dealership. Back in December 2020, Ravi Raghu, executive vice president of Capital One Auto Finance’s dealer auto business and AFN’s 2020 Executive of the Year, credited the lender’s investment in Auto Navigator as a primary driver in keeping origination volumes up during the pandemic while in-person visits were limited at dealerships and more consumers turned to digital channels to purchase vehicles.
That trend has continued, the spokesperson said. In fact, “according to Capital One’s 2021 Car Buying Outlook, more than 75% of car buyers say they plan to do more online research and intend to spend less time at the dealership, and 74% of car buyers intend to make the car-buying process as contactless as possible.
“Anticipating this trend, Capital One has for years invested in reimagining car buying in a way that leverages the best technology and user experience with Capital One Auto Navigator,” the spokesperson said.
Schitt’s Creek is a popular sitcom appearing on streaming service Netflix. The series ran from 2015 to 2020 and won a record seven Emmy Awards in 2020 for its final season.
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