February’s auto sales results show that buying and spending are going against the grain. Traditionally, February tends to be a slower sales month in the industry, but with incentive spending continuing to rise and major advertising weekends including the Super Bowl, the NBA All-Star Game and President’s Day in the mix, sales volumes beat the month’s forecasts.
February’s impressive and out-of-the-box figures point to a larger trend. It does not matter what time of the year it is if consumers have all the technology and online tools they need at their fingerprints every day.
Consumers have been empowered with online information for more than a decade, and dealers finally are learning much about the consumer through direct-response advertising and audience targeting.
See how February’s numbers point to a growing use of digital retailing and advertising.