TREND ALERT – Working With Negative Equity

negative equity car loans

Recent figures provided in Edmunds data reviewing new and used vehicles through the first 3 quarters of the year showed increasing negative equity for both. Among trade-ins for new, a record 32% are under water with an average of $4,832 negative equity at the time of trade; used was also a record — 25% with an average of $3,635 negative equity.

This can certainly make closing a deal more difficult, but it is also obvious this submerged market is not afraid to trade, and is a continual source of traffic.  Edmunds also reported that consumers are making longer term loans more standard with many dealers reporting a rise in 84 month contracts.  Third quarter data shows that just over 30% of new vehicle contracts were between 73 to 84 months.

I recently overheard a conversation of a couple sitting at a closing table in a dealership after the sales associate had gone to talk to a manager. They were whispering about how good it felt to not have a car payment. They were debating the necessity of a new car and the payment it would bring. Clearly this mindset is in the minority as the rise of negative equity and longer term contracts are becoming more prevalent among today’s buyers.

As traffic picks up in the second half of December, it is an excellent practice to inform your sales teams of these trends for both new and used. The good teams with powerful finance units are able to turn negatives into positives, and with anticipated increased traffic ahead the opportunity is there to close more shoppers.

About the author

John Paul Strong: As owner of Strong Automotive Merchandising, a company that increases traffic up to 1,000% for dealerships, Strong lives by the simple concept that your attitude affects your success. Without a positive mind set he would not have been able to grow the company over the last decade from just 10 to over 80 full-time employees. The rapid growth is thanks to his ability to keep the company on the forefront of technology, market changes and an infectious talent to motivate and keep employees striving to fulfill their potential. His beginnings in direct mail gave him the tools and skills to develop incredibly successful marketing plans. From there he moved on to traditional forms of media and has now mastered the dynamic world of digital and social media advertising. With over 150 dealers to please, Strong takes a hands-on approach and personal attention to detail in all aspects of marketing strategies. His expertise in plan development gives him a keen sense on how to maximize a dealer’s budget and ultimately increase their bottom line. Strong is a passionate speaker in the automotive industry. He has authored two books on creating next day traffic. He graduated from the Executive Education Program at the Harvard Business School. Strong received a B.A. in Communication Studies from the University of Montevallo. He lives with his wife and three children in Homewood, Alabama.


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