By Dan Gearino
Auto dealers have emerged as contenders for the attention and dollars of Black Friday shoppers.
The promotions were enough to lure customers to car lots on a day when people traditionally shop for electronics, apparel and toys.
“It used to be that automotive (dealers) would throw in the towel and sit on the sidelines while every other retailer had their best day of the year,” said Chris Haydocy, co-owner of Haydocy Buick GMC on the West Side.
That has changed. Yesterday, most brands had some sort of marketing push and special discounts aimed at boosting traffic for the day, and many of the deals continue through the weekend.
At Germain Nissan on the Northeast Side, customers were offered incentives such as a limited supply of televisions, tablets and tickets to today’s Ohio State football game against Michigan.
“The last few years, we’ve thought maybe we should get in on that action,” said Paul Germain, one of the top managers of the company that owns the store.
Inside the showroom, giant bows adorned the vehicles.
Jim Merriman, 51, of Johnstown, was shopping for a car for his daughter, and the Nissan store was one of his first stops.
“It’s Black Friday, and I’m off work,” he said.
And that fact — that many customers have the day off — is one of the main reasons that dealers and automakers see an underused opportunity to attract customers.
Another factor this weekend is the OSU-Michigan game. Several dealers said they expect a lull in business during the game today, and they expected those in the market for a car to shift their shopping to yesterday or Sunday.
Dealers across the country are trying to boost sales on Black Friday and this weekend.
“Black Friday represents one of the hottest shopping days in America, and new-car shopping is no exception; there are amazing deals on new cars right now as the calendar year comes to a close,” Jack Nerad, executive market analyst for Kelley Blue Book, said in a statement.
“This month’s deals include some 2015 models and some outgoing 2014s, compact sedans, midsize sedans and even a sporty three-row SUV.”
Some of the promotions:
Auto dealers have emerged as contenders for the attention and dollars of Black Friday shoppers.
The promotions were enough to lure customers to car lots on a day when people traditionally shop for electronics, apparel and toys.
“It used to be that automotive (dealers) would throw in the towel and sit on the sidelines while every other retailer had their best day of the year,” said Chris Haydocy, co-owner of Haydocy Buick GMC on the West Side.
That has changed. Yesterday, most brands had some sort of marketing push and special discounts aimed at boosting traffic for the day, and many of the deals continue through the weekend.
At Germain Nissan on the Northeast Side, customers were offered incentives such as a limited supply of televisions, tablets and tickets to today’s Ohio State football game against Michigan.
“The last few years, we’ve thought maybe we should get in on that action,” said Paul Germain, one of the top managers of the company that owns the store.
Inside the showroom, giant bows adorned the vehicles.
Jim Merriman, 51, of Johnstown, was shopping for a car for his daughter, and the Nissan store was one of his first stops.
“It’s Black Friday, and I’m off work,” he said.
And that fact — that many customers have the day off — is one of the main reasons that dealers and automakers see an underused opportunity to attract customers.
Another factor this weekend is the OSU-Michigan game. Several dealers said they expect a lull in business during the game today, and they expected those in the market for a car to shift their shopping to yesterday or Sunday.
Dealers across the country are trying to boost sales on Black Friday and this weekend.
“Black Friday represents one of the hottest shopping days in America, and new-car shopping is no exception; there are amazing deals on new cars right now as the calendar year comes to a close,” Jack Nerad, executive market analyst for Kelley Blue Book, said in a statement.
“This month’s deals include some 2015 models and some outgoing 2014s, compact sedans, midsize sedans and even a sporty three-row SUV.”
Some of the promotions:
- Chevrolet is offering $1,000 cash back plus zero percent financing on some models, including the 2014 Silverado pickup and 2015 Malibu sedan.
- Buick and GMC are offering a 20 percent discount on some models, including most in the 2014 model year. The selection of eligible vehicles varies depending on the store.
- BMW is offering up to $3,500 off the price of some models, plus other incentives.
- For many brands, the holiday weekend is the start of campaigns that will run through December. The year’s final month is one of the busiest for the auto industry, and it’s the busiest for certain brands.
“They’re pushing for a strong finish,” said Mike Dunlap, BMW new-car sales manager at Midwestern Auto Group in Dublin.
Resource:
More auto dealers join Black Friday fray with sales incentives
More auto dealers join Black Friday fray with sales incentives
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