Everyone has heard the saying “Price Sells Cars” – but according to a KBB Market Intelligence Report, 72% of New Car shoppers claim they will not decide on their purchase until they find the “right deal.” KBB adds that, “new car shoppers are very financially driven right now, waiting to buy a car until they find the right deal and even remaining undecided on which make and model they want to purchase until the deal is right.”
I interpret this to mirror the content of STRONG’s November Newsletter that cites both dealer and brand loyalty are down, meaning you are going to be shopped like you have never been shopped before in the coming months.
I have always been a fan of price advertising. Dealers and staff need to realize price takes the form of Payment, Down Payment, What’s the Trade Worth, and Finance Rate. In focusing on the last few weeks of the year, do not miss business or walk deals because of the deal itself.
The “DEAL”, or at least the customers perception of it, is the main thing on their mind right now.