This winter’s record-setting cold left car sales with a 3 percent dent compared to last January – car buyers just weren’t braving the cold temperatures to close sales – and that’s left many car dealers more eager to make deals. One of the indicators of this trend is the recent impressive bump in sales over the slight heat wave that occurred across much of the Midwest and Northeast this President’s Day weekend.
If you’re hopeful – like so many automakers and car dealerships are – that customers are going to be ready to buy as the springtime thaw sets in, it’s time to get the lead out on your automotive direct mail marketing and advertising. Remember, yours is not the only lot in town with an abundance of unsold inventory – you’ve got plenty of competition and the dealerships in your area are probably just as apt to slash prices to entice consumers.
Since winter isn’t quite over yet for a good portion of the country, a good place to start is with your stock of crossovers and SUVs. Coping with awful weather is a big draw for these vehicles and if you haven’t already driven this point home with your customer base, you should.
Next, why not market a bit to the hope of spring? Vehicles with sunroofs and soft tops, off-road trucks and vehicles with the power to tow boats and jetskis, great family road trip cars with tons of room and great gas mileage – all of these points evoke the feeling of warmth and recreation that’s still to come this year.
And, while you’re talking to your customers about spring – why not throw in a few service deals to help them get their car back into fighting shape after the long, cold, abusive winter? This winter has likely done a real number on your customers’ vehicles – but you can easily capitalize on that fact with an automotive direct mail coupon book for discounts on detailing, realignments, new shocks, new brakes and new tires!