Automakers posted strong sales in June, despite the continued pace of recall news. Overall, automakers sold 1.42 million new vehicles, up from 1.4 million a year earlier, the highest sales pace since July 2006. Shopper activity across Dealer.com’s dealer network was in line with national auto sales numbers, showing a 26 percent increase in form lead submissions compared to this time last year.
Mobile and tablet traffic continue to be a strong indicator of consumers’ propensity to shop. As a result, OEMs are encouraging dealers to focus on digital marketing, which is helping support sales. To entice prospective buyers, for example, dealers are providing more streamlined content on mobile and tablet devices. In a year-over-year comparison to June 2013, shoppers spent 271 percent more time and viewed 160 percent more pages on mobile devices. Mobile and tablet traffic combined made up 41 percent of total traffic in June 2014.
As we move further into the third quarter and look ahead to the holiday season, dealers will get more aggressive with incentives in an effort to clear lots for new model releases. Check back next month to see how online incentives, digital advertising and summer holiday promotions are helping dealers move inventory.
For additional insight on how online shopping behaviors are supporting auto sales and impacting the overall industry, watch this segment on Bloomberg TV’s “Bottom Line.”
Dave Winslow is Chief Digital Strategist at Dealer.com