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While the automotive industry experienced its share of ups and downs in 2020, some industry pundits believe the positive trends from the second half of the year will continue in 2021. We saw monthly new and used vehicle registrations slowly return to pre-pandemic levels, the credit quality of borrowers continue to increase, and delinquency rates decrease year-over-year. All of that adds up to a potentially strong year for the automotive sector. However, even with the strong performance in the second half of 2020, a critical challenge remains: a shortage of inventory. Factory shutdowns during the early stages of the pandemic severely impacted new vehicle inventory, with no clear indication of when it will return to normal. But it wasn’t just new inventory that was decimated; used inventory also pulled back. Lease extensions, fewer trade-ins and auction closures contributed to low inventory across the board. Fortunately, with auctions reopening, there’s opportunity for dealers to restock their lots with used vehicles. And it comes at the right time with more car shoppers choosing more affordable used vehicles. According to Experian’s Q3 2020 State of the Automotive Finance Market report, consumers have shifted back to the used market, with borrowers from all segments opting for used vehicles. With auctions such a crucial inventory source for dealers, we launched Experian Automotive Market Insights, which includes an in-depth analysis of auction volume across the United States. With this tool, dealers can access auction volume data by region, while assessing year-over-year trends. Additionally, the dashboard provides auction availability based on vehicle make. This level of insight allows dealers to tackle their inventory with a solid plan. For example, since September 2020, the areas with the most vehicles at auction were the central (194,300), eastern (223,100) and southeast (243,900) regions of the United States. Volume has grown considerably compared to the early months of the pandemic. The volume for these same regions between March and May were 185,000, 198,400 and 243,400, respectively. Dealers can use this information to inform and drive their inventory restock strategies. While the future is largely unknown, we understand that remaining stagnant is not an option. To sell vehicles, you need inventory. Too many dealers experienced this challenge over the past few months. While the issue of low inventory might not resolve itself overnight, dealers can dig into data to best inform their strategy for restocking their lots, fueling sales growth even through these uncertain times.

With 2020 firmly behind us and multiple COVID-19 vaccines being dispersed across the globe, many of us are entering 2021 with a bit of, dare we say it, optimism. But with consumer spending and consumer confidence dipping at the end of the year, along with an inversely proportional spike in coronavirus cases, it’s apparent there’s still some uncertainty to come. This leaves businesses and consumers alike, along with fintechs and their peer financial institutions, wondering when the world’s largest economy will truly rebound. But based on the most recent numbers available from Experian, fintechs have many reasons to be bullish. In this unprecedented year, marked by a global pandemic and a number of economic and personal challenges for both businesses and consumers, Americans are maintaining healthy credit profiles and responsible spending habits. While growth expectedly slowed towards the end of the year, Q4 of 2020 saw solid job gains in the US labor market, with 883,000 jobs added through November and the US unemployment rate falling to 6.7%. Promisingly, one of the sectors hit hardest by the pandemic, the leisure and hospitality industry added back the most jobs of all sectors in October: 271,000. Additionally, US home sales hit a 14-year high fueled by record low mortgage rates. And finally, consumer sentiment rose to the highest level (81.4%) since March 2020. Not only are these promising signs of continued recovery, they illustrate there are ample market opportunities now for fintechs and other financial institutions. “It’s been encouraging to see many of our fintech partners getting back to their pre-COVID marketing levels,” said Experian Account Executive for Fintech Neil Conway. “Perhaps more promising, these fintechs are telling me that not only are response rates up but so is the credit quality of those applicants,” he said. More plainly, if your company isn’t in the market now, you’re missing out. Here are the four steps fintechs should take to reenter the lending marketing intelligently, while mitigating as much risk as possible. Re-do Your Portfolio Review Periodic portfolio reviews are standard practice for financial institutions. But the health crisis has posted unique challenges that necessitate increased focus on the health and performance of your credit portfolio. If you haven’t done so already, doing an analysis of your current lending portfolio is imperative to ensure you are minimizing risk and maximizing profitability. It’s important to understand if your portfolio is overexposed to customers in a particularly hard-hit industry, i.e. entertainment, or bars and restaurants. At the account level there may be opportunities to reevaluate customers based on a different risk appetite or credit criteria and a portfolio review will help identify which of your customers could benefit from second chance opportunities they may not have otherwise been able to receive. Retool Your Data, Analytics and Models As the pandemic has raged on, fintechs have realized many of the traditional data inputs that informed credit models and underwriting may not be giving the complete picture of a consumer. Essentially, a 720 in June 2020 may not mean the same as it does today and forbearance periods have made payment history and delinquency less predictive of future ability to pay. To stay competitive, fintechs must make sure they have access to the freshest, most predictive data. This means adding alternative data and attributes to your data-driven decisioning strategies as much as possible. Alternative data, like income and employment data, works to enhance your ability to see a consumer’s entire credit portfolio, which gives lenders the confidence to continue to lend – as well as the ability to track and monitor a consumer’s historical performance (which is a good indicator of whether or not a consumer has both the intention and ability to repay a loan). Re-Model Your Lending Criteria One of the many things the global health crisis has affirmed is the ongoing need for the freshest, most predictable data inputs. But even with the right data, analytics can still be tedious, prolonging deployment when time is of the essence. Traditional models are too slow to develop and deploy, and they underperform during sudden economic upheavals. To stay ahead in times recovery or growth, fintechs need high-quality analytics models, running on large and varied data sets that they can deploy quickly and decisively. Unlike many banks and traditional financial institutions, fintechs are positioned to nimbly take advantage of market opportunities. Once your models are performing well, they should be deployed into the market to actualize on credit-worthy current and future borrowers. Advertising/Prescreening for Intentional Acquisition As fintechs look to re-enter the market or ramp up their prescreen volumes to pre-COVID levels, it’s imperative to reach the right prospects, with the right offer, based on where and how they’re browsing. More consumers than ever are relying on their phones for browsing and mobile banking, but aligning messaging and offers across devices and platforms is still important. Here’s where data-driven advertising becomes imperative to create a more relevant experience for consumers, while protecting privacy. As 2021 rolls forward, there will be ample chance for fintechs to capitalize on new market opportunities. Through up-to-date analysis of your portfolio, ensuring you have the freshest, predictive data, adjusting your lending criteria and tweaking your approach to advertising and prescreen, you can be ready for the opportunities brought on by the economic recovery. How is your fintech gearing up to re-enter the market? Learn more

2020 was a tough and trying year for the automotive industry, with a seemingly new challenge every month. And while the effects of the pandemic will likely be felt throughout the rest of this year, dealers continue to find new ways to adapt, resulting in a slow but steady rebound. At the forefront of some of those new adaptive practices has been data. We’ve seen dealers rely on data to assess where certain makes and models perform best, and subsequently reallocate resources to those areas. In addition, we’ve seen dealers use data to identify vehicles in their local markets that are due for scheduled maintenance to help consumers service their vehicles, as well as maximize their service bays. Every step of the way, the use of data has been centered on growth opportunities within the dealership itself. But let’s not forget, opportunity also exists outside of the dealership. Conquesting may very well be the key to growth in the new year. To help dealers efficiently identify potential conquest opportunities, we launched Experian Automotive Market Insights. The dashboard provides a variety of insights, including the number of consumers coming off-lease, off-loan or who have positive equity in their vehicles over the next 12 months. The dashboard gives dealers a snapshot of what to expect within the next year, and the insight to make informed business decisions. For example, over the next 12 months, there will be approximately 21 million consumers coming off-lease, off-loan or who have positive equity across the country. Looking at the state-level, the majority of these consumers reside in Texas (2.22 million), Florida (1.59 million) and California (1.58 million). But identifying opportunity is only half the battle. Anytime dealers reach out to prospective shoppers, messaging needs to be relevant. Dealers need to understand what matters most to in-market car shoppers. For instance, is the consumer interested in trading in their vehicle or opting for a lease? That level of information along with the makes and models that the consumer would be most interested in give dealers a higher probability of conquesting that consumer and boosting market share. While the industry continues to embrace a new normal and moves forward toward recovery, dealers need to embrace data to find new opportunity. For those looking to build and sustain market share, boosting conquesting campaigns will be as critical as improving customer loyalty. And that’s where Experian is committed to helping dealers in the months ahead. Visit Experian Automotive Market Insights for more information.


