This week, we’ve been talking about several economic and demographic developments that are impacting the automotive industry, and demonstrate just how important it is for automotive marketers to keep pace with change.
If you’re in automotive and you are not currently residing under a rock, you’re probably already aware of the fact that U.S. auto sales have entered a state of decline. It’s been a constant topic of concern and discussion for our industry. From the LotLinx perspective, we keep this topic to mind when developing smarter digital strategies to help retailers grow in spite of this challenge. In the eyes of non-auto industry publishers, however, it’s bringing concerns about the nation’s economy as a whole. NBC News recently published about this topic of plunging auto sales, saying that while the decline is still fairly modest, if the trend continues it could trickle into other business sectors.
At the same time, manufacturers are responding with boosts in incentives, leasing levels, and new vehicle inventory. Those increases are in pursuit of the goal of selling over 17 million cars this year. It’s a trend that’s caused several some well known retailers to express concern that manufacturers have crossed a “red line” that will result in difficulties for retailers.
Dealers looking for a bright spot may find it in Generation Z, which is now of car-buying age. Their maturation presents automotive marketers with both an opportunity and a challenge. This cohort views brands and marketing effort from a completely different perspective than their predecessors. Reaching them, and communicating effectively, means upending your current approach. So, hard work is likely in store for marketers, but it’s an effort that’s likely to pay off.