Top 5 ways your dealership can make a strong start post lockdown

INSIGHT | 13 JAN, 2021

We’ll be waiting with bated breath to see when the government will lift the latest lockdown. But when showrooms begin to reopen, you’ll want to be smart about how to make your dealership profitable again. 

Here’s the juicy bit.

Due to the events of 2020 and now 2021, once again, OEMs will be needing longer lead times to get new cars to market. This gives you, the used car dealer, the perfect opportunity to shine.

As the Government will in due course urge people to get back to working in the office, many people will be avoiding the use of trains, buses, and tubes, and therefore may be looking for a cheaper way to own their own vehicle.

Recent research from eBay Motors Group and Auto Trader shows that people are looking to buy a used car, with 75% thinking about doing so within three months of lockdown. Auto Trader also noticed some high demand for used cars under £10K. Just a happy coincidence? No way.

It’s time to strike while the iron is hot and get your dealership trading again.

But how? In a recent survey we conducted with independent and franchised dealers across the UK, over 50% said they’re uncomfortable with the idea of returning to a physical auction post-lockdown. And not surprisingly, as social restrictions could remain in place for a while yet. 

It’s clear digital remarketing could provide the turning point for buyers, and the moment of truth for sellers.

So, here’s our top 5 ways your dealership can make a strong start with digital marketing post lockdown:

  1. People have been stuck at home on and off for nearly a year , some with money to spend, that have since become experts at finding the things they need online.  They can buy stuff they never realised was possible, and completely trust the process. And their searches now include used cars too. It’s the perfect combo.
  2. Selling online gives you the fastest, smartest and easiest route to market. It will help you trade out any old stock quickly, reduce further exposure to depreciation, and keep up with the new levels of supply and demand after lockdown. You can also sell unwanted part-exchanges online.
  3. Once your stock levels are balanced out, you can source new vehicles in minutes. There’s plenty of choice, with access to new stock the moment it’s posted, not weeks later.
  4. When transacting online, there’s no worrying about the hygiene of multiple touchpoints throughout your buying journey and no social distancing to consider – which is a huge bonus in helping you to trade safely.
  5. If you don’t want to rush into sourcing new vehicles right now, you can take your time browsing online, seeing them from every angle. You can read up on each one and download condition reports to be sure you’re replenishing with the stock that suits you.

If you’re investigating online remarketing for the first time, it’s easy to appreciate the practicalities and cost savings. Lockdown, as unfortunate as it is, continues to be a great excuse to re-evaluate the way you dispose of and acquire stock. Suddenly digital marketing makes more sense than it’s ever done before. The market will bounce back, thanks to a little help from our good friend digital.

And we can’t wait to help you discover it.

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