How has your summer been in the Motor Trade?

Depending upon the franchise and the available model mix from stock we are seeing a diverse set of retailer results.  All driven by the level of enquiries.

Should we expect it?  The summer months were always a big dip in the years enquiries, but over the past few years the pandemic has smoothed out a lot of the peaks and troughs.

Overall the picture is good.  This August we are seeing the level of enquiries only slightly lower than the peak of 2021.  The agency model sites and the ‘electric only at the moment’ brands seem to be fairing the worst, but the levels are still strong right across the board.

On the marketing side, the push for new car events has returned as we try to drive customers into the showroom and encourage them to start a new customer journey, particularly if September registrations are looking weak.

If you can plan the DM in advance and schedule any calls at least 10 days before the event, you are likely to have some success.  There are some tricks of the trade to ensure provisional bookings turn up, but at the moment if the offer is good or the finance rate attractive enough, event marketing calls are creating strong appointments.

96 sales from our last event is not to be sneezed at.  (Discounted call rate of just £1.65 per record)

#eventcalls, #customerjourney, #showroom