4:55 pm, July 9, 2008
EXCHANGE & Mart reports that nearly two-thirds of people surveyed intend to buy a car within the next six months.
This, suggests the company’s digital director, points to a promising September plate change.
However, fuel costs and the credit crunch means buyers will be thinking even more carefully than normal about splashing the cash. Dealers therefore need to think smart about their marketing and offer packages.
Even the remaining third surveyed, interestingly, said they were thinking of buying, but not in the next half-year. This, says Exchange & Mart, suggests that the research period of buying a car could be longer than dealers may think, making the marketing of stock ever more challenging.
‘While price is always the underlying factor influencing the decision to purchase, buyers will be looking to find the best package, as well as the best price,’ explained Debra Healy.
‘They need to feel they are getting a package that saves them money and hassle long after the initial expense of buying. Savvy dealers need to make sure they can respond appropriately and quickly to market demands, offering buyers long-term value, as opposed to simply slapping a bargain price across the windshield.’
‘Although the used car market is showing some resilience, mounting economic pressure means dealers need to make sure they can get through the lean times. But they have done so before, and can do so again.’
