Case Study: Kelley Blue Book strengthens trust and modernizes pricing conversations with Upper Diamond

Kelley Blue Book sharpens pricing conversations with Upper Diamond after 90 years of trust

Kelley Blue Book (KBB), an industry-leading automotive valuations company, faced a significant threat from new online competitors that were more effectively capturing the attention of millennial audiences. KBB engaged the vendor Upper Diamond to help them redesign their program and positioning, as their legacy products had failed to remain contextually relevant for both their B2B dealer customers and their B2C audience.

Upper Diamond designed the comprehensive Price Advisor Participating Dealer Program (PAPD) to address the complex ecosystem. The solution included millennial-friendly video assets featuring an influencer, a suite of engaging training modules for dealership staff, and an interactive mobile app for salespeople. By leveraging KBB's trusted reputation, Upper Diamond's program helped dealers position their prices, train their people, and engage with car shoppers in transparent conversations, successfully making the KBB brand more relevant.

Kelley Blue Book