Average Age of Vehicles on the Road Rises Above 12 Years: Here’s How to Boost Sales Anyway
October 12, 2021
Home » Trends » Average Age of Vehicles on the Road Rises Above 12 Years: Here’s How to Boost Sales Anyway

According to the Wall Street Journal, the average age of vehicles on the road in the U.S. rose just above 12 years to a record 12.1 years last year. This can be attributed to higher car prices as well as higher car quality. Average vehicle age has been increasing steadily over the past decade and a half, but the pandemic accelerated this trend thanks to chip shortages and supply chain logistics issues.

Looking to boost sales despite this trend? Here are a few tips:

Get active on social media 

Social media has always been an important part of any marketing strategy, but with social media usage higher because of the pandemic, it’s a great time to ramp things up or fine-tune your strategy to take advantage of this opportunity. This applies to both organic as well as paid content.

Enhance your online retail experience

The pandemic has accelerated eCommerce trends substantially, and these can be felt even in the automotive industry. As more and more consumers prefer to shop for their cars online, an online retail experience is no longer a nice-to-have but a must-have for dealers.

Fast site speed 

As you look to enhance your online experience for customers, don’t neglect to address site speed. If your site is too slow, users are likely to leave and scope out a competitor’s website. With Google’s latest algorithm update, pagespeed is especially important, as it can impact your SEO rankings.

Adding video content

With more and more shoppers looking for cars online rather than at dealerships, video has become even more important as part of the research experience. Make sure you stay on top of search rankings in Google and YouTube with video content that educates shoppers about vehicles and offers “virtual” test drives. Video content that answers maintenance questions can also drive brand awareness, build loyalty, and increase service center revenues.

Despite lower new car inventories and people holding onto their cars longer, dealers can still maximize car sales. By taking advantage of the latest digital trends caused by the pandemic and making some savvy enhancements to your website, content, and social media strategy, your dealership will be well-equipped to keep car sales going through these unprecedented times.