A lot of different views came out yesterday, December 3rd, about how dealers fared over the first weekend of the month – some positive, some negative. On paper, the final round of 2012 is shaping up to be a monster month, and one that dealers have been (or should have been) preparing for all year.
There are five Saturdays, Sundays and Mondays that will make December an extrodinary month for new and used car sales. Dealers that reported spikes in traffic and sales for the most part were not promoting heavily, but riding the month end momentum that carried them through the November close.
Dealers who saw lighter traffic and a weaker start were ones that had mediocre month end closes – they saw more momentum early and then traffic started to die off just after the Thanksgiving weekend sales rush.
Regardless of which side of the table you are on, right now is the time for unbelievable focus. You still have to plan and execute the final weeks of the year. Done right, the gift of a 5th weekend in December can make huge a difference in how you close out 2012.
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 Merchandising.