The voters have spoken, and there is a clear-cut winner! Yes, we know President-elect Barack Obama took the top spot. But there is one other vote you need to pay attention to for your business…
A recent article featured a survey by a company named CarGurus, and in their survey of over 2500 on-line shoppers found consumers convincingly turning to used vehicles instead of new vehicles.
The survey says “54% of the respondents claimed they will purchase a used model for their next vehicle purchase, while 46% plan on buying a new unit.”
I believe these numbers are what the experts call a landslide! More specifically, 10% of consumers saying they would purchase used will buy a certified pre-owned model, while 44%would by conventional used vehicles.
With the credit crunch and tighter budgets, this used trend is a sign of the times. Attention needs to be given in your marketing plan to let them know you have what 54% are looking for right now.
We have had success running used events during the second week of the month when there is less competition on the airwaves or in the paper. If the second payday of the month (the 15th) hits early in any given week, that is also a prime time for pre-owned success.
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.