How to Stay in Front of Consumers through the Chip Shortage

by Kelly Lawson 3 min read October 15, 2021

Experian's Automotive Intelligence Engine

Although 2021’s continued focus is Americans learning to co-exist with COVID-19, automotive manufacturers and dealers will likely remember 2021 as the year of the chip. The semiconductor chip shortage is now expected to cost the global automotive industry $210 billion in revenue in 2021 and it is now forecasted that 7.7 million units of production will be lost in 2021, up from 3.9 million in the May forecast.1 Most experts agree that the shortage will likely extend into 2022.

Chip Shortage Creates Additional Challenge for Dealers

The current shortage in semiconductors has automotive manufacturers and dealers questioning whether to continue advertising or pull back. Some dealers view the increase in profits due to reduced inventory a signal to pull back on advertising spend. Other dealers, however, are thinking about long-term marketing strategy—and are continuing to advertise to help maintain brand exposure to customers.

Foreword-thinking dealers and agencies should use this time to evaluate advertising strategies and plan for life after the chip shortage. Staying visible to customers in the interim is critical, so any advertising needs to be strategic in audience, medium and message.

Here are three recommendations to help keep your brand in front of current and future consumers while using marketing dollars wisely.

  1. Identify Your Audience: Be Sure to Market to the Right People

Knowing which consumers are most likely to purchase your vehicles is a key element of targeting with the promise of saving money by marketing only to those who are most likely to result in a sale. By evaluating prior purchase, demographic, and psychographic trends, including specific life events, dealership marketers can more effectively pinpoint demand as well as foster positive relationships. For example, knowing that a consumer recently added a new child to the family would be a great reason to send a coupon or make a call.

Experian’s Automotive Intelligence Engine™ (AIE) will send “events” to your CRM to alert you of life events that can help develop and deepen relationships that lead to future vehicle sales. Additionally, AIE’s Market Insights enable dealers to grow market share by identifying the best prospects and matching them with the right messages. Strategically targeting both conquest and loyal customers with appropriate messaging keeps consumers engaged so they will remember your brand when they buy next.

  1. Leverage Your Brand Reputation

Keeping your brand front and center has been the cornerstone of your marketing efforts and that shouldn’t change. Much like looking at family photos or reading an article about your favorite team, exposure to positive advertisements reinforces a consumer’s relationship with your brand. Whether the goal is to leverage your OEM driven brand awareness or support the consumer relationship with your dealership, positive messages from local dealers perpetuate ongoing loyalty.

Experian’s Automotive Intelligence Engine generates powerful marketing strategies and efficient data-driven, omni-channel media plans with engaging, brand-specific messaging direction that resonates with consumers. Dealers and agencies use AIE to generate custom marketing plans that leverage data-driven market analysis, strategic audience creation, and powerful marketing strategy, creating messages that effectively reach the right prospects, with the right message, on the right channel. This end-to-end solution will reach consumer mailboxes, inboxes, screens, and computers where your best audiences spend their time.

  1. Continue to Foster a Positive Relationship with Consumers

Marketing is more than selling a story.  Marketing initiates the consumer experience, especially in the digital world. From effective OTT ads to strategic social posts, successful dealerships often put their relationship with the community at the heart of their message. Simple images of your dealership delivering meals to local first responders and essential workers or posts showing the local high school marching band loading instruments into one of your trucks can convey a strong sense of community pride to your brand.  This sort of promotion impacts future consumer purchases well beyond any chip shortage.

While the chip shortage has had a profound impact on how dealerships approach vehicle acquisition, price structures and marketing, it will eventually be resolved. The decisions you make now can have a big impact on your success when the shortage ends.

Learn more about Experian’s Automotive Intelligence Engine™ (AIE).

  1. https://www.cnbc.com/2021/09/23/chip-shortage-expected-to-cost-auto-industry-210-billion-in-2021.html

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Conversations about rising auto loan balances and higher monthly payments has often centered around increasing vehicle prices and elevated interest rates; and while those factors have undoubtedly played a role, another important piece of the puzzle is the type of vehicles consumers are choosing to purchase. According to Experian’s Automotive Consumer Trends Report: Q1 2026, consumers are continuing to opt for SUVs over other vehicle types, a trend that may be contributing to higher average loan amounts and monthly payments. SUVs accounted for 63.5% of all new retail vehicle registrations over the last 12 months, up from 62.8% a year ago. Additionally, more than 117 million SUVs were in operation across the United States in the first quarter of 2026, making up 42.2% of the market share. At the same time, traditional passenger cars continue to fall in share, coming in at 16.5%, a decrease from 18.4% last year. As consumers increasingly gravitate towards the larger vehicle segment, it reflects the ongoing desire for versatility, cargo capacity, and family-friendly functionality. Electrification’s growing role in consumer purchasing behavior Interestingly, electrified SUVs continue to gain traction, representing 27.7% of all new SUV registrations, these vehicles include battery-electric, hybrids, plug-in hybrids, and other alternative fuel types. Diving a bit deeper, the Tesla Model Y was the market share leader for new, retail electrified SUV registrations in the last 12 months, coming in at 15.8%. Rounding out the top five were Honda CR-V (9.6%), Toyota RAV4 (7.2%), Chevrolet Trax (7.2%), and Toyota Grand Highlander (3.4%). As model availability and familiarity with the electrification segment grows, the broader adoption of these vehicles are playing an increasingly important role in vehicle pricing and overall consumer demand. While average loan amounts and monthly payments are being driven by a combination of factors such as financing costs and consumer purchasing behavior, data in Q1 2026 demonstrates the continued interest in SUVs. This suggests that the industry’s shift toward larger vehicles is likely playing a meaningful role in today’s financing environment. To learn more about SUV insights, view the full Automotive Consumer Trends Report: Q1 2026 presentation.

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When New Data Impacts MBS Pricing: Student Loan Debt

In our previous post, we described the Current Second Lien Balance field, which is one of over 2,000 fields in the new Experian Mortgage Loan Performance (MLP) dataset. We showed that the Current Second Lien Balance field meets our three-pronged materiality standard for new data delivery: New: Provides information not available in existing datasets (i.e., orthogonal to currently available data). Material: Impacts a sizeable portion of the MBS universe. Significant: Differentiates collateral performance by a large enough margin to influence trading and risk management decisions. In this article, we discuss another field that satisfies the above criteria: Student Loan Balance.  We evaluate this field in the context of these criteria. First, however, we provide a summary of the MLP dataset and how it compares to standard GSE loan-level data available today. Standard GSE Data vs. Experian Mortgage Loan Performance (MLP) Data The MLP dataset contains thousands of fields describing mortgage performance from each borrower, loan, and property perspective, all refreshed monthly (including, amongst other things, new credit scores and refinance inquiry activity, loan performance, filed junior liens, and AVM values).  MLP differs from loan-level data provided byFreddie Mac, Fannie Mae, and Ginnie Mae, which the vast majority of market participants solely rely on, in a number of ways: Standard data provided by the GSEs and GNMA does not contain all the information necessary for accurate forecasting of mortgage prepayment and credit performance. Basic, critical fields like borrower’s current credit score and current junior liens on the property are missing. 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In the interest of simplicity, for this article we’ll focus on a single student loan-related field within MLP: Student Loans Balance, which is defined as the total balance on open non-deferred student trades reported in the last 3 months. Is Information Regarding Student Loans New to Markets? Standard loan-level data disclosed by the GSEs and GNMA contain no student-loan-specific fields. Theoretically, fields related to DTI at origination might capture some aspect of student loan debt. So, in the best case scenario for an investor relying solely on standard disclosure, a DTI value as of origination is provided -- yet is never updated as the loan seasons and the borrower’s debt and income change (see more here).  But in the case of federal student loan debt attached to mortgages originated from early 2020 to late 2023, the level of detail provided by disclosure may be even more unknown due to COVID-era repayment and reporting moratoriums. The student loan repayment moratorium was a temporary federal policy that paused required payments, set interest rates to 0%, and suspended collections on most federally-held student loans. The moratorium began in March 2020, with payments resuming in October 2023, making it approximately 3.5 years in duration—the longest consumer credit payment pause in U.S. history. (Source: NCUA ) During the moratorium, student loan-related debt loads may have been understated as federal loans were in a temporary state of $0 repayment.  As an alternative to leaving student loan debt completely out of DTI calculations, an imputed payment equal to only 0.50% of the outstanding balance was often used as a placeholder for a borrower’s DTI calculation. 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Approximately $11 trillion of residential mortgage loans were originated during the student loan payment moratorium (Source: Experian MLP Dataset), a period marked by historically low mortgage rates during the COVID era.  As discussed above, DTI data contained in standard market disclosure may be particularly inaccurate for these loans. As the Wall Street Journal recently reported, a new report from the Federal Reserve of New York shows a rise in student loan default rates by age group.  Student l Of today’s $13 trillion in outstanding mortgage debt, more than 10% of that debt ($1.5 trillion) is associated with borrowers who carry student loan debt.  For these borrowers, the average amount of student loan debt outstanding is approximately $50,000, versus a mortgage balance of approximately ~$289,000. In other words, the average student loan debt balance is almost 20% of the mortgage balance for the average borrower who carries both. 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As illustrated in Figure 1, for in-the-money (ITM) collateral, the differential between loans with material student loan balances (greater than $200,000) and loans with no student debt can reach up to 5 CPR. Notably, even for out-of-the-money (OTM) collateral, loans with student debt prepay 1 to 3 CPR slower, likely reflecting reduced mobility due to tighter financing constraints when purchasing a new home. Pools with otherwise similar prepayment characteristics may exhibit different prepayment behavior depending on the distribution of student loan exposure within their collateral. 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Prepayment S-Curve: Student Loans Balance Source:  Experian MLP dataset hosted on IVolatility Data-Driven Platform   _____________________________________________________ Michael Pyatski advises MBS traders, portfolio managers, quants, risk managers, loan originators, and technology professionals on making informed, data-driven business decisions that drive revenue growth, enhance risk management, and reduce trading costs. With more than 15 years of experience as an Agency RMBS trader—including serving as Head of the Proprietary Trading Desk at BNP Paribas—Michael developed and successfully implemented relative-value, data-driven profitable trading strategies to capture market opportunities embedded in data but not fully priced by the market. His trading experience, combined with a Ph.D. in econometrics, led him to found the Data-Driven Portal (https://datadrivenportal.com/), a platform that provides advanced technology for MBS trading and risk management. The platform’s No-Model Data-Driven technology leverages big data, econometric analysis, and AI to help traders identify relative-value opportunities in RMBS markets and generate above-market, risk-adjusted returns. _____________________________________________________

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