In a recent post election article, I read the comment “40% of Americans consider themselves worse off than two years ago,” and “an overwhelming majority are concerned the economy might get worse in the coming year.” With that said, automotive sales managers and general managers need to take a minute and think about how they should arm their troops to handle year end traffic.
The phrase “all vehicles lose 7% of their stabilized value on January 1” would bode well for a Toyota dealer who is trying to capitalize on the year end Toyotathon sales event and bring people forward so their purchase will be made before the end of the year.
Information on “the $25,000 1st year vehicle depreciation” should be loaded to the lips of a Chevrolet salesperson who is talking to a contractor or small business owner about trading their large 4×4 Pick-up or SUV before December 31st.
A BMW Associate may be able to pull an entry level luxury buyer into the BMW family by citing “the one time BMW Holiday Credit” will allow you to lower your payment by as much as $40 a month, but only through December will this offer be valid.
While everyone knows year-end sales events and promotions create a lot of traffic to your dealership, you must remember that the general public is still concerned about the economy in 2011. There is an art to pulling buyers ahead and bringing them over the fence – the end of ’10 will be no exception.
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.