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What Can Dealers Do NOW to Keep Things Moving?

Published: March 26, 2020 by Guest Contributor

Car business owner in the showroom

COVID-19 has drastically shifted our everyday lives. Many of us are quickly trying to adapt to the current environment—including car dealers. While our primary concern will always be the health and safety of our friends, families and communities, much like other businesses, car dealers and the rest of the auto industry will be impacted moving forward.

The auto industry has historically dealt with the ups and downs of the market, but we are in new territory with COVID-19. The short-term impact on sales is unknown.

In uncertain times, we need to find ways to adapt to our situation. We want to help you manage through this unprecedented period. Here are a few things to consider, in the framework of a start, stop and continue exercise for every leader in every dealership.

Start
Deliver your value differently. The retail and service centers within the auto industry will look very different during this time. There will be individuals that need cars and repair services. You need to set up processes that minimize person-to-person contact over the coming days, weeks and months. This might mean taking a cue from pick-up/drop-off and delivery retailers; enabling online processing of paperwork and low-to-no contact vehicle exchanges or service scheduling.

Stop
You need to end all communications that are delivered through traditional, digital or social channels that have not been reviewed through the lens of our current environment. More than ever, your customers need to trust that you are fully aware and tuned into their needs. Ensure your messages draw a deeper connection to your customers. Car dealers are among the most prominent businesses in the community and this is a great time to step up and show true leadership—perhaps by donating to a local food bank or helping deliver meals to senior citizens. Find the cause in your community that inspires you to action. Whatever your choice for community leadership, talk about it on your social channels—encouraging others to take an active role in supporting communities.

Continue
Become keenly aware of who needs a vehicle now and meet their needs. While many people may avoid the dealership in the coming weeks, there are individuals that will need a vehicle—perhaps their lease is set to expire, or they experience car trouble and need a replacement vehicle. It’s important to set up and streamline your ability to connect with customers in one-to-one communication. This can be done through a dedicated support line for customers with more urgent vehicle needs. Anything you can do to strengthen your communication ties with your current customers will help as their mobility options are becoming more and more restricted.

This is an unprecedented time for us all. Conditions near your store may call for drastically different strategic decisions. No matter what challenges are presenting themselves in your dealership, Experian is committed to helping car dealers navigate the coming months.

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Without data, anticipating buyer behavior in the months ahead can be challenging. While some OEMs had record sales¹ this spring, it remains critical to identify who’s in the market—whether to purchase or service their vehicle. With tax refund season in the rearview mirror and summer promotions approaching, consumers may be weighing their next move. Some could have “one foot in the showroom door” while others are waiting to see which dealer delivers the most compelling offer. Meanwhile, 41% of drivers choosing to keep their vehicles longer² are likely focused on maintaining them. So how can you best position yourself?  Explore These 3 Strategic Moves to Navigate This Summer:  Firm up your Service Marketing Plan: With summer road trips on the horizon, your customers may be in the market for services like A/C repair, wheel alignment, tire rotation, engine cooling, oil changes, multi-point inspections, and more. Discover who’s most likely to need service in the next 30–60 days with Experian Automotive’s AutoAudiences. Understand Customers’ Communication Preference: To effectively target your audience, start by understanding how they would prefer to communicate. As Car Dealership Guy puts it, “The shift in consumer preferences is undeniable and generational.”³ Experian Automotive’s Product Management Director, Kirsten Von Busch echoes this, adding, “Understanding generational differences is crucial to developing effective marketing strategies that resonate with each group’s unique preferences”. Experian’s Automotive Consumer Insights support this approach with data-driven messaging and communication channel recommendations.  Focus on Growing Market Share with Mid-Year Auto Trends: Two purchase types that are trending in the beginning half of the year include Leasing⁴ and Trade-In. Whether you have EVs or AWD vehicles on your lot, consider (A)ll (W)eather (D)eals that can (1) Supersede those in your backyard as part of your Conquest strategy and (2) Build upon your “Why Buy” dealer loyalty.  Experian Marketing Engine powers automotive marketing by helping automotive marketers identify the right audience, uncover the most appropriate communication channels, develop messages that resonate and measure the effectiveness of their marketing activities. Timing is everything, so start Targeting and Conquesting in your Market today!  Sources:  http://www.autonews.com/retail/sales/an-april-us-sales-2025-0501/  https://news.dealershipguy.com/p/3-real-time-shifts-in-car-buying-behavior-post-tariff-announcements-2025-05-01  https://news.dealershipguy.com/p/dealers-are-saving-thousands-in-labor-in-fixed-ops-2025-05-30 https://www.experian.com/blogs/insights/auto-the-current-state-of-ev-financing-why-more-consumers-are-choosing-leasing/

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