Dealers urged to maintain focus on used cars during September plate-change

FRANCHISED dealers should not to take their eyes off the ball in September by concentrating their online marketing activities solely on new cars.

With sales of the 69-plate now well underway Honchō, the automotive search marketing specialist, has identified an increase in buyers searching for part-exchange values in the weeks leading up to the plate change.

The firm’s analysis of Google search data in both August and September shows a 57% rise in searches for the term “part-exchange” since 2015.

Syed Ali, Honchō’s Head of Performance, said: “The starting point for many car purchases is obtaining an online part-exchange value, with customers then looking at new and used offers. 

“However, in September the temptation for dealers is to concentrate exclusively on marketing new cars to hit their sales targets.

“Consequently many are missing an opportunity to also engage with in-market buyers, prompted by the plate-change, who will end up buying used if they find the right deal. 

“Dealers need to take a holistic view by encouraging their used car departments to also promote their special offers. Dealers cannot afford to ignore used car sales in September.” 

Honchō also advises dealers to retain some of their marketing spend on new cars until the end of the month to capture customers looking for a deal. 

Syed added: “Car buyers are savvy and sometimes hold back on the temptation to buy as soon as the new plate has been launched.

“Retailers need to adjust their marketing strategies to align with these buying patterns so, instead of going all guns blazing in the opening weeks of the month, shift some of the budget to the last week when they also have a clearer idea of how their Q3 sales targets are looking.”