[Don Plumley]

A great idea. Love the name.

In regards to your positioning and copywriting, the challenge is to appeal to your ideal buyer in the language they use. Who is your ideal customer? One common approach used is to create a few profiles of ideal customers: give them names, list their hobbies and interests, where they shop, what they read, what TV they watch, etc. (Profiling).

When you use words like "score" and "sex appeal", you are appealing to a striver, someone that can't really afford that car but will take out a loan to stretch up. Frankly, it's a little too familiar and too casual for a professional services firm.

I think a much better target audience/segment are those that could afford to buy a new BMW, but due to economic circumstances, are looking to save money and you present a great alternative. They are familiar with the brand, so you don't have to over sell it.

The extended warranty is a great feature - spend your copy there. "The easiest buying process on the internet" - what is that? I need to learn more about this before I start the "Unvintage process". Show me a flow chart with 5 steps.

Who are you - why is your company qualified to do this? How do I contact you by email?

Why the focus on Fort Myers? Consider a regional approach. Why only BMW and Infiniti? What if I want an Audi? And, finally, don't start a sentence with And!

If you want a more through review of your copywriting, PM me.