DALLAS — Santander Consumer USA this week announced the expansion of its RoadLoans dealer base and media presence throughout the U.S.

Through the RoadLoans network, consumers can apply for auto financing online; and after approval, they are sent with a loan package and guaranteed financing to subscribing dealers who have exclusive rights to the leads, officials explained.

Santander Consumer USA is a subsidiary of Banco Santander and owner of the Drive, Santander Auto Finance and RoadLoans.com finance programs. The company specializes in serving credit-challenged consumers.

The expansion focuses on medium to large cities throughout the U.S., following a year of rapid growth of the lead and lending platform, management revealed.

The strategy includes expanded sales outreach and media buys in broadcast, cable and other outlets. Television spots will focus on how RoadLoans helps consumers apply for an auto loan online and then receive a loan decision in under a minute. The media spots are also online at the brand's YouTube channel.

With more than 100,000 consumers submitting applications through the RoadLoans channel each month, the lead source "is highly efficient and effective" for dealers, officials claimed.

Interestingly, the company also pointed out that the dealer is free to pass the loan to other finance sources if he believes another lender can better serve the customer. Dealers pay a subscription fee for the leads and can customize their lead subscription based on anticipated sales volumes.

Dealer feedback has been strong on the program, officials highlighted.

"RoadLoans is a solid source for leads … better than any lead service I have tried. They have a strong closing percentage," said Bill Latch, owner of Courtesy Chrysler Jeep in Coatesville, Pa.

Devica Seecharran, business development center manager for Star Auto Group in Queens Village, N.Y., added, "The success of (the program) has been astonishing. I love the fact that the loans are approved before the customer comes into my office. It makes my job easier, eliminates worthless pursuits and helps me operate my business more efficiently."

Erin Snyder, Santander's senior area sales manager in Miami, noted, "When the economy took a downturn, RoadLoans was a resource for my accounts to help more customers. The extra 100 leads and 10 units sold per month through RoadLoans really helped dealers hold on when the economy was at its worst."

Consumers and dealers are invited to can learn more, apply for a loan or sign up to be a participating dealer at RoadLoans.com.