I find the psychological make-up of the buying public to be mystifying at times, but when there is a previous pattern to measure future behavior for a particular segment, take advantage of it. Here is the past observation: when gas prices are low, the interest in trucks and larger SUVs increases.
The price of gas, especially for those who use their vehicle for business, is a cost of business they deal with whether it’s up or down. The positive situation that exists now at the pump may change at a moment’s notice but right now is a good time to take advantage of it by promoting trucks. I am hearing from more dealers that interest in trucks, as well as the larger SUVs, is on the up-swing.
If you haven’t reconnected with your truck customers to inform them of the significant savings available now at year-end, including possible tax incentives, this would be a good time to consider doing so. Two things that we also know about this time of year:
- More time-off from the job
- Extra cash with year-end bonuses
That certainly makes it easier in terms of shopping and purchasing.
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.