Accelerate Slow Moving Inventory During Market Uncertainty

While tariff uncertainties are driving increased vehicle movement across all segments, our latest data analysis reveals that truck segments—both Full-Size and Heavy Duty—are experiencing notably slower turn rate gains compared to other vehicle types. For dealers with substantial truck inventory, this trend demands segment-specific marketing strategies to maintain competitiveness in a rapidly changing market. 

Current Truck Segment Performance 

Our latest MarketAI data from March 29 to April 28, 2025, shows that while overall vehicle movement has increased, truck segments are lagging in key performance metrics: 

• Full-Size Trucks: Despite a significant average Market Adjustment* of -$5,375, turn rates only increased by 4 points versus an 8-point gain for the market overall. Meanwhile, Market Share—which decreased by 0.4 points—trails Inventory Share for this segment, indicating an inefficiency in moving these vehicles. 
• Heavy Duty Trucks: With a Market Adjustment of -$2,744, turn rates increased by just 3 points, while Market Share (4.4%) also trailed Inventory Share (5.8%) for this segment. 

Compare this to SUV segments, which saw turn rate increases of 8-10% during the same period, and the competitive challenge becomes clear. Truck movement is improving, but not at the pace of other segments despite deeper price adjustments. 

*Market Adjustment measures discounts and incentives visible to consumers on dealer VPDs 

Why Trucks Are Moving More Slowly Despite Price Adjustments 

The current truck segment inefficiency stems from several related factors: 

1. Financial Considerations: Consumers are facing a unique buying environment, with tariffs fueling inflation and spending concerns. With a high starting price (Average Marketed Price of $58,294), along with fuel cost/fuel economy challenges, truck shoppers may be more reluctant to shoulder the buy-in and ongoing costs of acquiring a new truck right now.  
2. Want vs. Need: While economic uncertainties usually favor “need” purchases, the looming concerns regarding expected tariff-related price increases are pushing consumers to accelerate “want” purchases before prices go up further. With prices already near record highs, many “need” purchases are being pushed in favor of buying certified or used vehicles (or repairing rather than replacing current vehicles).  
3. Pricing Inelasticity: Traditionally, supply and demand imbalances can be overcome by generous incentives, but the current market conditions are making it harder for discounts and offers to move the needle. With average Market Adjustments of more than $5,000 already in place, it will take more than simply lowering the price to accelerate purchases in this segment. 

Segment-Specific Marketing Strategies for Truck Inventory 

To overcome these challenges, dealers need to implement targeted approaches that go beyond price adjustments: 

1. Inventory-Based Advertising Prioritization
   Rather than marketing your entire truck inventory equally, use data to identify which specific truck models and trims are moving faster or slower in your market. Focus your marketing dollars on the specific VINs that data indicates are having trouble moving and are most likely to benefit from marketing support.
2. Precision Targeting of Active Truck Shoppers
   With truck buyers demonstrating different shopping patterns than other segments, generic targeting isn't enough. Implement focused digital campaigns that specifically target active truck shoppers with high purchase intent. MarketAI's audience targeting capabilities can identify these potential buyers based on their actual shopping behavior, not just demographic assumptions.
3. Highlight Competitive Value Propositions Beyond Price
   While price adjustments are necessary, our data shows they aren't sufficient on their own. Marketing campaigns should emphasize additional value factors that differentiate your truck inventory—such as superior payload capacity, towing capabilities, fuel efficiency, or unique features—relative to your specific local competition.

Implementing These Strategies with MarketAI 

Dealers using MarketAI's segment-specific marketing approach are seeing significantly better results with their truck inventory. The platform's capabilities allow you to: 

• Analyze your truck inventory performance against local market benchmarks 
• Look at granular real-time market data to identify which specific trucks need more aggressive marketing 
• Target actual in-market truck shoppers with precision 
• Deploy multi-channel digital campaigns that adjust in real-time based on performance 

By focusing marketing efforts on your truck segments with these targeted approaches, you can accelerate turn rates despite the challenging market conditions. 

Next Steps for Dealers 

1. Evaluate your current truck inventory performance against the benchmarks we've outlined 
2. Identify the specific trucks in your inventory that need increased marketing support 
3. Implement segment-specific digital marketing tactics that reach actual truck shoppers 
4. Monitor turn rates and adjust your strategy based on real-time market data 

In today's ever-changing automotive market, the dealers that succeed will be those who recognize segment-specific challenges and address them with data-driven approaches.  

Truck segments require different strategies than other vehicle types, and those dealers that adapt quickly will gain significant competitive advantage. Want to learn more? Request a time with one of our MarketAI specialists to receive a 15-minute demo over Zoom.