Aftersales

Are You Holding Your Vehicle Longer?

Americans continue to hold on to their cars and trucks longer than ever before. Nearly six years (71 months) among new vehicle owners is the latest trend. New Polk consumer research shows the opportunities for professionals managing OEM aftersales and the automotive aftermarket operations should have a lot to look forward to given this trend. It's about parts and service business, folks. Two years ago, I posted a blog on the same behavior and when we started to see a real incline in the...
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Do You Know Where Your Auto Owners are Located?

New premium vehicle registrations tend to be skewed to the Northeast, but after about three years of ownership, some of these vehicles start to migrate to other areas of the U.S., including the Midwest, South and West. As the value of these high-end vehicles decline over time, they become affordable to households with lower (relative) incomes. The Northeast’s share of new luxury registrations is in the 27-28% range, but by the time these same vehicles have been on the road for four years,...
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Local Online Advertising Made Easy

If you're a local business and/or have rarely advertised online because of the complexity and time involved, then "man have I got the solution for you." Just a couple of days ago, our good friends at Google launched a new service that is very helpful to new digital marketing practitioners looking to target local prospects. Google Adwords now has a service called Express. It's a quick and easy process for getting a locally targeted ad placed online with relative ease. But wait, there's more!...
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Mobile Marketing: To App or Not to App

Since the proliferation of smartphones, people have gone application crazy. Digital marketing in the mobile space has thus become more fragmented than a candy cane shattered inside of its' cellophane wrapper. Advertisers are faced with the decision of whether or not they should take a risk and only write code for Apple's iOS application based platform, or extend it to CSS3, JavaScript, C++ and HTML5 code for multitudinous device access. It's no secret I'm not a huge fan of Apple, Steve Jobs,...Re...
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Toyota Tests Twitter

As I'm sure you're aware, Toyota found themselves the ire of Congress, their customers and general car enthusiasts alike earlier this year. You only have to go to the Toyota Press Room to see why. Their recall obligations are substantial. So, it is no surprise that they jumped on a set of good news, like The Fresh Prince and his cousin Carlton when "Apache" by the Sugar Hill Gang is played. Toyota is giving everyone the "I told you so" face ever since a NHTSA report came out, citing...Read...
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The Changing Face of the U.S. Automotive Fleet

I think there's some good news based on our annual analysis of the U.S. vehicle population. "For whom and why?", you ask? Read on.
  1. The U.S. light vehicle forecast is expected to be 11.5 million units for 2010. That's up from 2009's 10.4 million... we'll take any gains possible. Good news for dealers and automakers.
  2. The average age of light vehicles on the road has been creeping up as well. It's just north of 10 years as of September 2009. A decade ago it was 8.8 years. This means vehicle...
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Polk EuroCar Seminar – Network Planning Questions & Answers

After the EuroCar Seminar on 20 January 2010, we posted the top ten questions asked by OEM and OES delegates in attendance. Today I will be answering the last few questions. I hope you have found all of our answers helpful. If you missed the answers to the previous questions, don’t forget to read the answers posted by Norm Marks regarding marketing and Thomas Mawick regarding hybrids. Can you share with us where or from whom dealer network planning can be most improved?All manufacturers in...R...
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The Polk EuroCar Seminar – Marketing Questions & Answers

After the EuroCar Seminar on 20 January 2010, we posted the top ten questions asked by OEM and OES delegates in attendance. Today I will answer the three marketing questions. The remaining questions will be answered by Tanja Linken and Thomas Mawick.1. If you could only do one thing with respect to marketing in this environment, what would it be or in what area would you focus?We must optimize automotive marketing both for new vehicle sales and aftersales. That said, aftersales marketing has...Re...
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Challenging European Market Dynamics – 2010 and Beyond

There has been much recent news and comment with respect to Europe and the sales environment looking ahead. We know from our own experience that the introduction of scrappage incentives can have positive influence whilst in effect, but can also have negative impacts on future vehicle sales. Further, our own analysis has identified unforeseen side effects relative to these programmes with reductions in loyalty rates. Once these programmes ended the loyalty rates returned to normal –...
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