Study: 18% of car shoppers ‘more inclined’ to visit dealership on Black Friday

CHICAGO - 

Cars.com outlined for consumers some of the top car deals they can expect to find at their local dealerships. But it would also be prudent for dealers to take note of what specific vehicles shoppers have their eyes on this year as arguably one of the busiest holidays of the year for most dealerships approaches.

Cars.com pointed out that with “a trifecta” of year-end, month-end and Black Friday, manufacturers are stepping up incentives for this upcoming holiday weekend. 

After a sluggish October for new-car sales, OEMs are using the holiday as an “additional way to entice shoppers,” Cars.com pointed out.

On top of the incentive of what are expected to be record auto sales deals, dealers should expect a hefty increase in traffic, as well, if a recent Cars.com study is any indicator.

According to the Cars.com study, 18 percent of car shoppers said they’re more inclined to visit a dealership on Black Friday. And seventy-four percent of those shoppers said they’re more inclined to visit a dealership on the holiday specifically as a result of special deals and promotions.

Jennifer Newman, Cars.com’s editor-in-chief, had this to say for potential vehicle shoppers, “We’re seeing solid incentives from a number of different manufacturers. If you are already in the market for a new car, you might want to consider hitting your local dealership lots this Black Friday instead of waiting in long lines at your nearest big-box store. From the data we’ve seen, the reward is there for certain vehicles,” she continued.

Here are a few of the most noteworthy incentives manufacturers are doling out for Black Friday, according to Cars.com. These manufacturers are also offering further deals if customers finance through their respective captives.

  • Ford Fusion: savings of between $2,150 and $5,000 on certain 2017 trims
  • Hyundai Elantra: a discount of $3,000 on 2018 Elantra sedans and $1,000 off on the hatchback model, the Elantra GT
  • Kia Optima: Savings of $1,500 off the 2018 Optima and $3,000 off the 2017 model. 
  • Kia Sorento: 2017 Sorento models can be purchased with a $3,000 to $4,000 discount, and 2018 models are being offered with a $1,500 to $2,000 discount.

“With deals aplenty, shoppers have good reason to go car shopping,” Newman said. “However, our research indicated that regardless of deals and incentives, 16 percent of shoppers are more inclined to visit a dealership this Black Friday because they have more available free time, and 8 percent said they’d shop over Black Friday simply because ‘it’s fun’.”

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