Aggressive incentives cause shopping to increase amid sales nose dive.
Dealers keep looking for creative ways to keep their doors open during this confusing time, manufacturers are doing the same. GMC got aggressive with their incentives early on with 0% financing for 84 months, with no payments for 120 days; and saw a +38% increase in shopping activity–while Kia and Mazda saw a -12% decrease as the month wrapped up.
Top 10 Manufacturers
Ranked by change of audience from beginning to the end of March.
Make
% Change
Cadillac
+71%
Ram
+40%
GMC
+38%
BMW
+20%
Chevrolet
+19%
Ford
+19%
Honda
+12%
Buick
+11%
Lincoln
+9%
Dodge
+9%
Last updated: 4/6/20
Closed showrooms could be harming online shopping activity.
As brands across the board are experiencing ups and downs in every way imaginable from the COVID-19 pandemic, so were states across the nation. The data showed there was a connection between showrooms being closed and reduction of shopping activity. For instance, almost all of the north-east was locked down and online shopping activity took a big hit. On the flip-side the south-east states weren’t as locked down by statewide executive orders, and saw increased activity.
