Affordability is the New Marketing Superpower  

When 67% of consumers are scraping by paycheck to paycheck, affordability isn’t a side conversation. It’s the main event.   

According to Investopedia, that’s a 4% increase in cash-strapped consumers compared to the same period in 2024. Although consumers felt pressure heading into 2025, many still went to dealerships to beat expected price increases. For 2026, there is no such motivation. So, what should dealerships do?   

Create a positive motivating force by focusing on a CORE FOUR marketing strategy that directly addresses over half of consumers’ primary question – “Can I afford it?”  

That starts with a laser-focused plan. One mantra that should guide every marketing decision you make in 2026…  

The CORE FOUR Strategy   

CORE FOUR is a focused strategy built around your four top-performing vehicles. These are the models that generate the majority of your traffic, leads, and sales. For most dealerships, four models account for roughly 80% of new car sales, making them the true engine of your volume. Your marketing budget should reflect that.

Assess annual sales, identify the four vehicles that carry your store, and concentrate your efforts on stocking, merchandising, and promoting those models everywhere.

That’s the 2026 playbook – the key to capturing market share and outpacing competitors who are still trying to market everything equally.

The CORE FOUR Messaging Angles  

According to Google Trends, the search query “new cars under $25,000” was up 170% this past December, and “cheap cars for sale” had increased by 50% over the previous 90 days. Shoppers focus on cost, and they want it explained clearly and consistently. Strong recommends building on the foundation you already have with your top sellers and adopting a CORE FOUR Messaging System that delivers four affordability angles that convert: 
 

• Overall Price- “Can I get a fair deal right now?”  

Lead with straightforward competitive pricing for your CORE FOUR models across every channel, so shoppers know exactly where the best value lives.

• Affordable Financing – “Can I get approved?”  

Reinforce that buyers with real-world budgets can get approved on your CORE FOUR vehicles. Flexible programs and approachable financing remove barriers before a shopper ever arrives.
 

• Affordable Monthly Payments  

More than anything else, consumers shop by payment. They filter by payment. They make decisions by payment. A compelling monthly figure on a CORE FOUR model does more to motivate action than anything else.
 

• Cost-to-Own Advantage  

Savvy shoppers want the long-term math. Fuel savings, maintenance costs, warranty value and resale should be easy to find. Winning the comparison wins the customer, especially for your CORE FOUR models.
 

How CORE FOUR Transforms Your 2026 Marketing Plan  

While you may have 15+ models, spreading your marketing dollars evenly weakens impact. Instead, let CORE FOUR become the backbone of everything you present to the market. Your homepage and vehicle specials highlight the CORE FOUR first, making your dealership’s strongest offers impossible to miss.

The result is clarity for reluctant shoppers and a clear answer to the deciding question: Can I afford it?

YES! For these four models, you can.

Why Strong Automotive?  

CORE FOUR succeeds only with the right marketing engine behind it. Strong delivers the research, pricing intelligence, digital strategy, and merchandising expertise needed to position your CORE FOUR models with precision across every channel. With our full-service package aligned with your four volume drivers, your 2026 message cuts through the noise, reaches the right buyers, and turns affordability into your advantage. Partner with us to select your CORE FOUR models and hammer them home across paid social, video, OTT, SEO, email, direct response, search, and display.