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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

The myth that younger generations aren’t buying new vehicles has been around for a while, but the data shows it’s just that—a myth. Millennials and Gen Z combined, are the largest generational cohorts buying new vehicles, comprising more than 30% of new vehicle purchases in 2020. Now, you might be tempted to jump start your marketing efforts, lumping these two consumer groups together—that will put you at a severe disadvantage. While many view Millennials and Gen Z through the same lens, savvy automotive marketers are adjusting their strategies to capture the market of this generation. At the NADA Show, on March 12, I’ll be doing a deep dive on this topic in the workshop, Pay Attention to Gen Z, sharing insights that you don’t want to miss. By the end of the workshop, you’ll be able to: Quantify the impact the youngest generation is making on the automotive industry Understand Gen Z’s habits and vehicle preferences Uncover interesting ways to partner with advertising vendors to reach them Define and de-mystify terms such as “digital natives,” so you can communicate confidently with marketing vendors You don’t want to miss out on building relationships with the newest generation to enter the market. The good news is you don’t need to overcomplicate how to reach them. By leveraging data-driven insights, you’ll be able to build relationships with this up-and-coming generation that could last a lifetime. We’d love to see you there! Workshop Title: Pay Attention to Gen Z Time: Saturday, March 12, 10:30 – 11:30 a.m. Want to learn more about how our marketing solutions can power these kinds of connections? Book an appointment, or visit us at booth #2941W.

The digital car buying experience has continued to become more front-and-center. Car shoppers increasingly rely on online resources to make the most informed purchase, so establishing your digital presence is more crucial than ever to building a solid relationship. But in an industry that has historically relied on in-person interaction to build rapport, how can automotive dealers increase transparency digitally? It often comes down to the information supplied on your vehicle details page (VDP)—it needs to be as complete as possible. We conducted a study of thousands of online listings to better understand what details are crucial for VDPs, which I’ll be debuting the results of at the NADA Show in March. In the workshop, Improve your VDP's, Consumer Engagement and Lead Conversion, you’ll walk away understanding: What vehicle criteria people search for How data impacts their online journey How to quantify the impact of vehicle history reports on lead conversions With actionable insights guaranteed, you’ll leave this workshop equipped to take your online presence to the next level and continue to build trust with your customers through transparency. We’d love to see you there! Workshop Title: Improve your VDP's, Consumer Engagement and Lead Conversion Time: Saturday, March 12, 9:00 – 10:00 a.m. Visit our booth (#2941W) to learn how reliable data insights can improve your VDP results. Book an appointment now.


