The health crisis hadn’t made much of an impact during February 2020.
As per Comscore data, overall shopper volume at car dealerships for the first half of March 2020 has seen a 25% YoY drop compared to like period from 2019. Mid-month in-market shoppers were 1.6 million.
However, incentives and personal use needs have caused number of full-size pickups to stay ahead of 2019’s pace. As per Comscore’s Dennis Bulgarelli, the 1 to 15 March 2020 period saw in-market shopper volume fall to its lowest level in over six years.
Additionally, annual sales projections in 2020 have also been dropped from 16.8 million in February to 14 - 16 million owing to the pandemic. This article states car manufacturers will have to get creative with their media plans to maintain consumer interests.
[2 minute read]