new car merchandising infographic

1 Source: AutoTrader.com Digital Audience Analysis of 6,605 new car sales across 1,000 dealerships, December 15, 2012 – August 15, 20132 Source: AutoTrader.com Core Site Data Q3, 2013 defined by monthly site activity & inventory data for listings with 1 or more VDPs

3 Source: AutoTrader.com & Morpace Car Shopper Study, October 20134 Source: Laws in certain states prohibit advertising prices below MSRP. Dealers should always consult with their legal advisor to ensure they are in compliance with their state’s advertising laws.

RIGHT CAR + RIGHT PRICE + MERCHANDISING TO THE MAX =

INFLUENCE & PREFERENCE INVENTORY

Keep a pulse on high-demand inventory and stock accordingly. The right inventory mix can keep you in the game.IMPLICATION

Listings with custom photos vs. a stock photo get 155% more VDPs 2

Listings with custom photos vs. no photo get 239% more VDPs2

VS239%VDP’s

155%VDP’s

Pricing BELOW MSRP with custom photos gets 186% more VDPs than listings at or

above MSRP with stock photos2

+MSRP

186%VDP’s

MERCHANDISING

IMPLICATION Pricing BELOW MSRP is more effective in attracting car buyers when coupled with strong merchandising.

PRICINGMISPERCEPTION PRICING TRANSPARENCY ERODES VALUE AND GROSS

Listings BELOW MSRP get 34% more VDP views2

Dealers listed below MSRP got 20% more buyers than dealers

listed at MSRP1

52% of shoppers will travel 30+ miles to buy a car listed 10% below MSRP3

76% of new car buyers paid more than the prices they shopped online1

76% 52% miles30+ 34% 20%

IMPLICATION Pricing below MSRP attracts valuable buyers 4

NEW CAR

VS

NO PHOTO

58% of car buyers purchased a different make than what they looked at online1

58% =

68% of car buyers purchased a different model than what they looked at online1

68% =