Tag: Experian Automotive

Electric vehicles (EVs) are the topic of conversation in the automotive industry, but we’re continuing to see another fuel type pick up speed. With consumer demand shifting and drivers exploring more fuel-efficient options, the automotive market is leaning back into hybrids. In fact, new retail hybrid registrations grew to 11.5% through Q3 2024, from 9.5% through Q3 2023, according to Experian’s Automotive Market Trends Report: Q3 2024. Meanwhile, EVs increased from 7.7% to 8.2% year-over-year and gasoline vehicles declined to 70.4% this year, from 72.7% last year. Despite EVs gaining notable attention over recent years, some consumers may be factoring in the benefits of opting for a hybrid, such as the convenience of driving a longer distance without facing challenges as charging stations remain limited. As more manufacturers adapt to consumer needs and roll out additional vehicles, data shows 9.1% of 2024 model year vehicles in operation were attributed to hybrids, while 6.2% of 2024 model years were EVs through Q3 2024. Having more models enter the market has shifted the hybrid and plug-in hybrid electric vehicle (PHEV) market share, with the Toyota Camry making up 12.5% of the market share this quarter, a notable increase from 2.4% last year. On the other hand, the Jeep Wrangler 4xe went from having 4.5% of market share last year to 2.4% through Q3 2024. With many consumers continuing to have some concerns around EVs such as range anxiety and charging times, they’re seeking a more practical solution for their daily driving needs. The balance of fuel options provides more convenience—making hybrids an appealing choice for those wanting an EV alternative. It’s important for manufacturers to stay ahead of the competitive market as it’s constantly evolving. Leveraging the most current data can provide solutions that address both feasibility and consumer preference. To learn more about vehicle market trends, view the full Automotive Market Trends Report: Q3 2024 presentation on demand.

Electric vehicles (EVs) are sustaining prominence throughout the automotive industry, and data from the second quarter of 2023 shows registrations are still on the rise. According to Experian’s Automotive Consumer Trends Report: Q2 2023, 7.50% of new vehicle registrations were EVs, resulting in more than 2.7 million EVs in operation in the US, an increase from the approximate 1.7 million this time last year. Though, despite the continued growth in EV popularity, data found that 85% of EV owners also have a gas-powered vehicle in their household garage and 11% have a hybrid vehicle. It’s possible that majority of consumers prefer to have a secondary vehicle for comfortability, considering charging stations aren’t as accessible in some states and gas operated vehicles offer more miles. That said, it’s important for automotive professionals to have additional insight when helping consumers find a vehicle that fits their lifestyle, such as if they have plans to keep another vehicle in addition to their EV and the type of vehicle they’re interested in. Luxury EVs dominate market share When looking at new EV registrations by vehicle class in the last 12 months, luxury EVs accounted for 77.73%, while non-luxury made up the remaining 22.67%. It’s notable that Tesla led the luxury EV registration market share in Q2 2023 at 81.61%, followed by BMW at 4.42%, Rivian at 3.76%, Mercedes-Benz at 3.27%, and Audi coming in at 2.52%. For non-luxury EVs, Chevrolet accounted for 24.21% of new registration market share this quarter and Ford was not far behind at 24.00%, followed by Volkswagen at 15.77%, Hyundai at 15.22%, and Kia at 9.17%. Breaking the data down further, Tesla made up four of the top five models for luxury EVs in Q2 2023, which explains the dominance in overall luxury EV market share. This quarter, the Model Y came in at 47.36%, followed by the Model 3 at 27.30%, the Model X (4.42%), the BMW i4 (2.82%), and the Model S (2.53%). Meanwhile, the Chevrolet Bolt EUV accounted for 17.67% of the non-luxury EV market share in Q2 2023 and the Volkswagen ID.4 came in second at 15.77%, followed closely by the Ford Mustang Mach-E at 15.74%, and the Hyundai IONIQ 5 at 11.13%. Despite Tesla comprising the majority of luxury EV market share, something professionals should keep in mind is other OEMs making their way into the market, which will give consumers more models to choose from as the gas alternative vehicles continue to grow in popularity. This will be important data to leverage in years to come when helping a consumer find a vehicle. To learn more about EV insights, view the full Automotive Consumer Trends Report: Q2 2023 presentation.

A funnel describes marketing and sales opportunities because it is the widest at the top and narrowest at the bottom. This is an accurate representation because only a fraction of consumers who enter a sales funnel will become buyers. At the top of the funnel, you find consumers exploring and learning about purchase options. These consumers respond to awareness-based marketing regarding vehicle features or comparisons. They are not typically focused on pricing but rather just learning about options. In the middle of the funnel is where you find customers getting closer to a vehicle purchase. They are evaluating their options, including new versus used, and exploring specific units on consumer sites. These consumers have moved beyond general market awareness and vehicle feature interest and into evaluating what vehicle features meet their needs and what price range and financing options may best suit their budget. During this time, marketing and sales contacts with specific incentives or vehicles of interest-based marketing are effective. Nearing the lower funnel As you near the lower funnel, you will find consumers who are initiating the process with the intent to purchase. These consumers are visiting consumer shopping sites for used vehicle research as well as dealer websites. Used vehicle consumers are visiting Vehicle Detail Pages (VDPs) and viewing vehicle history reports. These lower funnel consumers are exploring trade-in values and trying to put together their vehicle sale and purchase plan. There are many ways lower funnel opportunities interact with the automotive ecosystem. With improvements in digital retailing even when just one small part of the sales process is initiated prior to the consumer visiting the brick-and-mortar store, dealers have an opportunity to capture these lower-funnel consumers. Some effective examples include quick “sell your trade” links or prequalification links on web pages that allow consumers to obtain trade values/trade offers and, in some cases, to get full prequalification for loans. Often these digital retailing features are able to track and communicate to dealers about these lower funnel and fully engaged consumers. Take advantage of lower funnel leads with digital retailing tools As online digital retailing steps become more commonplace, dealers will find themselves leveraging these leads for sales. Utilizing effective, consumer-friendly, and secure functions that allow consumers to access or work through the components of a sale will maximize engagement. Keeping consumers tied to your website during the process can keep them working with your dealership processes. To learn how Experian Automotive can help you gain lower funnel opportunities, contact Mike Costanzo.

According to Experian’s State of the Automotive Finance Market Report: Q2 2022, the average new vehicle interest loan rate for consumers with a credit score between 501 and 600, also referred to as subprime, was 9.75%—compared to prime consumers with a credit score between 661 and 780, who had an average new vehicle interest loan rate of 4.03% this quarter.

Leasing has long been a popular choice among consumers who want to enjoy the latest vehicle models, but at a lower monthly payment. In fact, the average monthly lease payment was $127 less than a loan payment in Q2 2022. However, in recent quarters, we’ve seen leasing availability decline due to current market conditions. According to Experian’s State of the Automotive Finance Market Report: Q2 2022, leasing declined from 27.82% to 19.65% year-over-year, marking the lowest drop in quite some time. When analyzing previous data, leasing comprised 30.41% of all new vehicles in Q2 2018, decreasing to 30.04% in Q2 2019 and 26.58% in Q2 2020. There are likely a number of factors contributing to the decline of leasing over recent years, including the ongoing inventory shortages and OEMs not offering as many incentives, which may result in leasing opportunities becoming less common. Other scenarios can be consumers choosing to extend their lease, or purchase the vehicle once their lease has expired. In Q2 2022, the average monthly lease payment increased to $540, from $475 in Q2 2021. Though, the average monthly loan payment for a new vehicle surpassed $600 this quarter—coming in at $667, an $85 year-over-year increase. As automotive professionals continue to navigate through the inventory shortages and subsequent vehicle price increases, understanding the landscape and what options are available for consumers will be critical. One way to keep on top of the trends is analyzing the pricing options for the most popular leased models, which will enable more informed decisions in the months to come. Average monthly payment for top leased models As previously mentioned, there was an average payment difference of $127 between a lease and a loan in Q2 2022. However, that’s just an average, and these numbers can vary based on the vehicle type. For example, the average monthly lease payment for a Honda Civic was $363 in Q2 2022, as opposed to the average monthly loan payment of $476. In comparison, the average monthly lease payment for a Ford F-150 came in at $516 this quarter, compared to the average monthly loan payment of $832. While a pickup truck may typically have a higher average monthly lease payment than a sedan, consumers are continuing to choose larger vehicles, overall. In Q2 2022, there was only one sedan that made up the top leased vehicles—with the Ford F-150 having the highest leasing registration volume, comprising 2.3% this quarter. Rounding out the top five were Chevrolet Equinox (2.27%), Honda CR-V (2.16%), Honda Civic (2.09%), and Ram 1500 (1.81%). Despite the overall decline in leasing over the past year, it continues to be a financing option that consumers can consider amid vehicle prices increasing. Knowing what vehicles are most prevalent as well as their price points will allow professionals to create strategies that cater to the most current consumer financing preferences during their search for a vehicle that fits their needs. To learn more about leasing and other automotive finance trends, watch the entire State of the Automotive Finance Market: Q2 2022 presentation on demand.

I love the random “National” holidays that are popping up. Did you know we recently celebrated National Chocolate Chip Cookie Day? It’s no 4th of July or Labor Day, but I love cookies, so I’m gonna roll with it. Today, we will chat about Identity Resolution in relation to strategic marketing. So, believe it or not, I’m going to tie in Identity Resolution to chocolate chip cookies! (By the way, if you haven’t read my last two blogs, this is a trend! Check it out:) Use Data Insights for an Eagle’s Eye Approach to Marketing (National American Eagle Day) Building the Perfect Audience is Like Building the Perfect Burger (National Hamburger Month) What is identity resolution? Identifying who you want to target as part of a strategic marketing campaign is critical as a marketer in the auto industry. Experian defines this process as identity resolution or “the ability to stitch together and unify the names, addresses, emails, device IDs, cookies (not the yummy kind), and other identifiers associated with customers.” Today’s marketers risk working with outdated, fragmented, or incomplete data without proper identity resolution, which correlates to inefficient campaign targeting and wasted marketing dollars. So, let’s use baking a chocolate cookie as an example. For the perfect cookie, you need flour, white sugar, brown sugar, salt, baking soda, butter, vanilla, eggs, and chocolate chips. There are a lot of ingredients, and you need all of them to make a complete cookie. When it comes to targeting consumers, let’s say you only have fragmented pieces of customer information for a woman who bought a car from you (partial ingredients). You have her name, the address where she lived when she purchased the car, and what looks like a work email address (that has bounced). So, it’s like having the flour, eggs, and sugar for your cookie! But you need the rest of the ingredients for the recipe, and you need to confirm whether any key ingredients have expired or “gone bad.” Or you may have customers you know through analytics who have visited a dealer or OEM website, but you can’t track them down further. You have an electronic footprint but no other identifying data. So, you have the critical ingredient like flour, but it’s not necessarily super helpful unless you have other pieces to complete the recipe. Find the missing ingredients with identity resolution solutions Marketers need to utilize solutions like data hygiene, database management, additional data append, digital identity resolution (to link anonymous online IDs to data assets), and identity graphs to help create a complete view of their customers and prospects. In other words, some solutions can help bring all the ingredients together to make a “whole” cookie or a “whole” customer. You’re ready—add the chocolate chips and bake! I realize that identity resolution can be complicated, so we’ve written a resource with examples/scenarios and the corresponding solutions that can help resolve typical challenges. Download a complimentary copy of Identity Resolution: Helping marketers deliver personalized communication for life. At Experian Automotive, we are experienced in unifying fragmented data points across offline and online touchpoints to create a complete view of your best auto customers and prospects. Feel free to reach out to discuss our solutions or to share your favorite chocolate chip cookie recipe.

Consumers are shifting to used vehicles over new, with a higher percentage of consumers financing used. The move comes as the industry continues to grapple with inventory shortages, driving vehicle values higher.

According to Experian’s Automotive Market Trends Report: Q1 2022, new vehicle registrations were down 19% from the prior year—declining to 3.4 million. Used registrations went from 11.4 million to 9.9 million year-over-year, decreasing 13.2%.

Whether a consumer has a brand-new or used vehicle, it’s inevitably going to need regular maintenance and require repairs. Fortunately for aftermarket professionals, the aftermarket “sweet spot” is continuously growing—a trend that should be watched closely. Vehicles in the sweet spot are typically between six- to 12-model-years-old and have aged out of general OEM manufacturer warranties for any repairs. Knowing the model year and type of vehicles that are in operation will be important for aftermarket professionals to determine what parts may be needed, and anticipate potential consumer needs. According to Experian’s Automotive Market Trends Report: Q1 2022, 35.8% of vehicles in operation (VIO) now fall within the aftermarket sweet spot, a 6.5% year-over-year increase. It is important to note that the aftermarket sweet spot max volume record of 104 million is expected to be broken over the next 12-18 months, considering the sweet spot volume was 100.3 million through Q1 2022 and the last time it exceeded that number was nine years ago. The increase will create more opportunities for aftermarket professionals as more vehicles will potentially need maintenance. Aftermarket “sweet spot” will continue to grow Right now, the aftermarket sweet spot consists of model years between 2011 and 2017. There were 10.5 million 2011 model year vehicles on the road through Q1 2022, this low volume will transition into the post-sweet spot next year. At the same time, there will be 16.5 million 2018 model year vehicles entering the sweet spot. Furthermore, an estimated 16.7 million vehicles in operation with a 2019 model year and almost 14.3 million vehicles in operation with a 2020 model year will be transitioning into the sweet spot in the next two years. When these model year vehicles enter the sweet spot, the current 12 million vehicles with a 2012 model year and an estimated 13.7 million 2013 model year vehicles will transition into the post-sweet spot, resulting in a notable increase. Watching this data closely will allow aftermarket professionals to continue assisting with maintenance and repairs for these vehicles that are currently on the road, as well as prepare for what’s to come to the aftermarket industry in approaching years. To learn more about other vehicle registration trends, watch the full Automotive Market Trends Report: Q1 2022 presentation on demand.

According to Experian's State of the Automotive Finance Market Report: Q1 2022, SUVs and CUVs made up 60.38% of total vehicle financing, an increase from 58.95% in Q1 2021.

According to Experian’s State of the Automotive Finance Market Report: Q1 2022, credit unions had their highest total share in five years

The State of the Automotive Finance Market: Q4 2021 report broke down alternative fuel financing trends—specifically how electric vehicle (EV) financing doubled year-over-year.

It’s that time of year. All my tax documents are rolling in and I know I need to start working on my taxes. Like most Americans, I’m hoping to end up with a refund! In 2020, 170M people filed tax returns and according to the IRS, they issued almost $126M in refunds.¹ Additionally, 2020 surveys revealed that as much as 9 percent of over 100 million taxpayers spent their refunds on major purchases, including new or used cars!2 As a dealer, it’s not uncommon to see an influx of consumers looking to purchase a vehicle around tax refund time. This year, with the continued shortage of new inventory, dealers can look for consumer interest to remain focused on pre-owned vehicles. Take advantage of shoppers by optimizing your online presence Dealers can help buyers by making it easy for them to quickly find vehicle history information on all your online inventory. One of the best ways to do this is by providing an AutoCheck® Vehicle History Report on your Vehicle Detail Pages (VDPs). Be sure to provide this information on all consumer shopping portal sites where you list your inventory. Why is this important? Because seventy-eight percent of consumers visit two or more sites during their shopping journey.3 You need to do everything you can to quickly capture their attention, increase lead conversion and close rates for your inventory. So, why AutoCheck VHRs? Because AutoCheck is the only vehicle history report listed on all the top consumer vehicle shopping portals. Your VHRs are on display where consumers are shopping online. We work with all the top online automotive shopping sites to help dealers like you optimize your online presence. Consumers use VHR information to make purchase decisions Our research shows that consumers increasingly use vehicle history information to narrow their consideration pool and filter search result pages to help make purchasing decisions. This transparency about a vehicle’s history (that could include damage and accident information) is what consumers are seeking. It’s never been easier for dealers to share key vehicle history data to help consumers make an informed decision so they can turn to your dealership to purchase. For dealers that are not yet subscribers, here are a few other things you may not know about AutoCheck vehicle history reports. We do not re-market to shoppers or display competitive units as alternatives on your AutoCheck.com VDP listings. Our goal is to help your dealership sell your inventory. For dealers with an AutoCheck subscription, you can activate your vehicle listings for free on AutoCheck.com by calling client services at 1 888 409 2204. For dealers who are interested in learning more about the benefits of becoming an AutoCheck subscriber contact us today. Happy tax season! 1. https://www.cnbc.com/2021/03/31/will-you-get-a-tax-refund-or-owe-the-irs-32-percent-of-americans-dont-know.html 2. https://santanderconsumerusa.com/blog/do-people-really-buy-new-cars-with-their-tax-refunds 3. Car Buyer whitepaper. https://www.coxautoinc.com/wp-content/uploads/2021/02/Cox-Automotive-Car-Buyer-Journey-Study-Pandemic-Edition-Summary.pdf

Creating a consumer experience where a customer receives a series of relevant and timely content is the goal of omnichannel marketing. OEM marketers work hard to develop effective marketing strategies that create fully integrated shopping experiences for customers. Build loyal relationships with omnichannel marketing  Well designed, omnichannel marketing strategies foster a sense of relationship between the vehicle/brand and the consumer that can increase brand and dealership loyalty. Today's OEM marketers understand their customers are “everywhere.” Channels have exploded, especially in the past several years so marketers need to know how to best reach consumers. With multiple apps, websites, social media, email, streaming content, videos and brick-and-mortar dealerships the challenge for marketers is how to pull it all together. Recent research shows that 60% of millennials expect brands to provide consistent experiences across multiple channels and that Gen Z and Millennials are most likely to be “bought” by an effective omnichannel strategy.1 According to Forbes, “companies with the best omnichannel customer engagement strategies turn 89% of buyers into loyal customers. And according to Omnichannel Retail Statistics, companies with weak omnichannel strategies retain only 33% of their customers.”1 It is clear, that implementing an effective omnichannel strategy can result in more sales and increased loyalty. Use data insights to identify and segment audiences When approaching omnichannel marketing, we recommend OEM marketers conduct a detailed analysis, backed by automotive research and data. This analysis will help to accurately identify and segment audiences to deliver targeted, tailored content along the journey. Experian leverages our consumer, lender, and vehicle data along with market insights to facilitate powerful segmentation. As a result, OEM marketers can reach audiences in an effective manner allowing for a more personalized experience. For a deeper dive into segmentation, marketers can gain insights and understanding of key attributes using Experian’s CustomerView data. This data includes demographics, buyer personas, wants and needs, buying patterns, customer behavior, preferences, attitudes, and commonalities. These automotive data insights cover over 310 million U.S. consumers, 126 million households containing 1,500+ individual and household level attributes and 2500+ geographic attributes. This type of segmentation will help you create the right content for the right target group to be delivered at the right time in the right channel. If your message is irrelevant to the customer, or on the wrong channel, you just might lose engagement. Enlist the power of the Experian Marketing Engine™ to facilitate market insights, audience targeting, audience activation and measurement to monitor ongoing success. Learn how the Experian Marketing Engine can help you create audience segments that empower more effective omnichannel marketing today. 116 Proven Omnichannel Statistics That Will Boost Your Sales in 2021 (savemycent.com)

As we head into 2022 there continues to be heightened interest in auto auctions. Experian has observed a little cooling in auction activity in some parts of the western U.S., but the Central, Eastern and Southern geographies continue to see high unit activity, as depicted in the chart below.  Let's take a look at how vehicle history data can help consignors make more informed decisions before auction. (Click here to access these insights directly). Review vehicle history data before auction assignment During this current climate, you can make the most of every auction (whether physical or digital) by reviewing vehicle history data before assignment. Have you ever brought inventory to a physical auction only to realize the vehicle had issues you didn’t know about?  This can catch consignors off-guard and prove costly. So, how can you take advantage of vehicle history reports to help make better purchasing decisions? Vehicles with damage aren’t a lost cause, but rather consignors need to be strategic about where they send damaged vehicles to auctions to ensure the sale and maximize the sales price. A little extra research can help uncover hidden issues and vehicle damage. Vehicle history reports reviewed prior to auction assignment can assist consignors in uncovering vehicle damage and determine if the vehicles are appropriately priced to move before locking in their auction location. A quick review of the vehicle’s history report for major state title brands can reveal areas of concern and will also show other major problems, such as accidents, damage and total insurance loss. If damage or a major concern is uncovered, consignors can proactively evaluate the auction assignment.  For example, the vehicle might have a better chance at selling in a hotter market like the Central, Southern, or Eastern U.S. than in a Midwest market. The key is to always know before you go by taking advantage of region and channel data to help ensure the most profitable sale. “Know before you go and tell before you sell,” says Joe Miller, VP of Client Experience at AutoIMS, the popular inventory management platform serving auctions and commercial consignors. “We continue to hear how vehicle history is influencing decisions not only about which auction to send the car to, but what repairs to perform, how best to floor price the car, and how to represent it in the lane. A new era of data-rich transparency is upon us in auto remarketing, and those tapping into the VHR will ultimately save time and make more money as they improve their reputation in the lanes.” By leveraging the Experian AutoCheck Vehicle History Report, consignors have quick and easy access to information that can help them make more informed, profitable decisions. To become an AutoCheck Vehicle History Report subscriber, sign up today.