The recession is over, but there are signs that things will improve for U.S. auto sales.
Analysts are optimistic about the industry, predicting that new vehicle sales will reach their highest levels since 2006. This is because consumers want to replace their aging vehicles and trucks. The actual sales figures are estimated to be between 16 million-16 million, close to pre-recession levels. This would indicate an increase of 5.8 percent.
Experts warn that this number is lower than last year’s 7.6 percentage growth and would be the industry’s smallest increase since 2009. Sales peaked at 10.4 millions vehicles in 2009. What is the takeaway? The bottom line? Automakers can be optimistic about sales for the rest of the year but need to recognize that growth sales will slow and they will need to be careful with marketing and incentives.
Rick Baranski is the director of publisher relations at U.S. Suburban Press (USSPI) believes that targeted email and local newspapers are the best ways to market autos. USSPI, an advertising network made up of community newspapers in the U.S., is now a leader for nationally aggregated emails that deliver targeted quantities below 50K through its campaigns. eZIPsprogram.
“Local newspapers are the primary information source used during the car-buying process,” says Baranski. “The eZIPS email program that we offer complements the print ads by reaching individuals who are most likely to be shopping for a vehicle at the moment.”
Scott Slobodnik is the brand manager at eZIPs. He cites a case study where a dealership sent almost 39,000 emails for a mere $3,800 with its eZIPs program.
“That dealership sold 31 vehicles, for a return on investment of almost $52,000,” says Slobodnik.
The National Automobile Dealers Association estimates the national marketing cost per car sold at $644. However, the eZIPs program delivers an average of $250 and as low as $88.
“Dealers in the program are seeing outstanding results,” adds Slobodnik. “In most cases, there are six to 12 cars being sold per 10,000 e-mails that are sent out.”
The short-term outlook for auto sales is bright, with more people willing to spend money on replacing aging vehicles and low interest rates.
For more information, please visit www.usspi.com.
