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Summertime is the perfect season for a convertible; nothing beats the feeling of having the warm sun beat down on your face while you’re driving down the highway. It’s an experience many of us have likely dreamed about at some point in our lives. And as an automotive dealer, you can make that dream a reality for prospective car shoppers; you just have to find the right one. It may seem a tad too early in the year to even consider your convertible inventory, but perception may be far from reality. Most dealerships don’t begin their marketing push on convertibles until late spring/early summer, but by then, it might be too late. Contrary to popular belief, now, is the time to push the convertible. Yes, I know March isn’t exactly considered convertible weather, unless you live in places like Florida or California. For most, it’s gloomy and too cold to even drive with the windows down, let alone with the top down. But the fact remains, consumers start buying convertibles now. In fact, in the past 10 years, consumers begin purchasing convertibles as early as March. While the percentage of newly registered convertibles peaks at 7.5% during the fall and winter months (October-February), the percentage jumps to 9.3% in March, and stays above 9% until September. So, if consumers are buying convertibles now, you should also start proactively engaging them. Despite the trend of increasing convertible registrations over the coming months, it’s not enough to deliver the same campaign to a mass audience—not every prospective car buyer is going to be in the market for a convertible. You still have to be relevant. You need to understand your audience. For example, our data shows that 62.03% of registered convertible owners have an estimated home value of more than $250,000. Additionally, baby boomers make up more than 43% of registered convertible owners. While the volume of convertible registrations is down significantly over the past several years, there’s still an opportunity for dealer to capitalize on a higher price-point vehicle. You just need to know the most receptive audience. Those that leverage data and technology to connect digital touchpoints together and create a single customer view are better positioned to identify relevant audiences and deliver meaningful messages. You might just sell a few more convertibles in the coming months. To learn more about the latest automotive trends, view the full Q3 2019 Automotive Market Trends Analysis.

While many companies are interested in implementing technology with advanced analytic capabilities, the concepts behind the technology can often be hard to understand. Demystifying the terminology around artificial intelligence and machine learning is one of the first steps for successful implementation. Discover what they mean for your financial institution in our new infographic: Learn more

Experian’s 7th Annual Data Breach Preparedness Study is available now, and its findings show organizations struggling in a few areas that are sure to see data breach activity increase this year. New to report this year: we surveyed IT and IT security, compliance, and privacy professionals in both the U.S. and the EMEA to compare the regional differences amongst organizations and their outlook around data breach preparedness. A few themes that stuck out in the study this year were: Spear Phishing and Ransomware 69% of respondents had one or more spear phishing attacks in 2019 Since 2017, respondents who say their organizations are very confident or confident in their ability to deal with spear phishing attacks has declined from 31% to 23% 36% of respondents say their organizations had a ransomware attack last year with only 20% feeling confident in their ability to deal with it The average ransom was $6,128, and 68% of respondents say the ransom was paid Confidence in Data Breach Response Plans From a reputation standpoint, only 23% of respondents say their organization is confident in its ability to minimize the financial and reputational consequences of a material data breach Only 38% of respondents believe they are effective at doing what needs to be done following a data breach to prevent the loss of customers’ and business partners’ trust and confidence Global Data Breaches Only 34% of respondents say they are confident their organizations are able to respond to global breaches, as breaches increasingly become international in scope Read the full results of Experian's 7th Annual Data Breach Preparedness Study and see how you compare to other organizations when it comes to data breach preparedness. Download the full study


