The first half of April 2009 has been one of the stranger ones that I have ever seen. There are some dealerships that are doing exceptionally well and enjoying solid momentum built through the first 17 days of the month. Most of those who have done this have had at least one week of advertising or direct mail in the first two weeks. Now Easter did slow things down a little bit, but sales and traffic logs show that Good Friday was rare this year and actually produced great traffic and results in 75% of the dealerships that Strong works with.
There are some exceptions however, and don’t feel bad if your April has not gotten off to a rocket start. You have time to make up ground and we all know the last 10 days will be just as good as the first 20. Most cases of slow starts in April are regionally located and have been impacted with some stores coming off a solid and more profitable month of March than they have seen in the last 6 months. Hang in there, we are close to May. Schools will be out and so will buyers.
John Paul Strong
John Paul Strong combines his two decades of automotive marketing experience with a team of more than 140 professionals as owner and CEO of Strong Automotive.