Digital Dealer
We hope to see you there!
Automotive Internet Roundtable
Cobalt is proud to be a sponsor of the upcoming JD Power event. 
We Want To Hear
From You
Let us know what you want to know more about – trends, best practices, etc.
Or tell us your best practices. If we use your idea or your best practice we will send you a $25 Target Gift Card.
Email questions, comments or suggestions to: ahatch@cobalt.com
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Using Search to Target New Opportunities in the Current Economy
The market has changed. What else is new? As anyone who hasn’t been living under a rock for the last two years can tell you, the automotive market has changed significantly. But, the news isn’t all bad – there are always ways to make the most of the changes. As the economy shifts and our shopping habits change, so do the opportunities.
According to Google, while total number of US online in-market new vehicle shoppers has declined by 16% between March 2007 and March 2008, there has been a 35% growth in people visiting parts and service sites during the same time period.
In April, the National Public Radio Marketplace Report found that consumers are holding onto vehicles longer, rather than purchasing new cars and they are taking steps to get the most from their vehicles. In fact, Automotive News recently reported that NADA’s quarterly survey of 7,000 new car dealers showed that only service and parts saw an increase in total revenue over the past year – an increase of 8.10% year over year.
Another not too surprising statistic from Automotive News found that the average new-car loan now stands at 64 months, a significant increase from the average 61 month loan in 2003. And, new cars are not alone in this trend. There has been a significant increase in the leasing of used cars, especially among luxury brands. As a result of these trends, auto dealerships have begun to market leases and industry experts expect the interest in leasing to grow.
Now is the time to promote service, parts, used vehicles, special-financing and lease programs. To meet that need, Cobalt has created brand new search campaigns designed to generate awareness for multiple profit centers within the dealership and to extend our dealers’ reach to consumers shopping online.
Click here to read more.
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