In this series, which we hope to bring to you on a regular basis, we’ll be detailing some of the key numbers and trends that we’re seeing in terms of dealer connections made through our site.
As this data is considered somewhat representative of broader industry activity, and serves as one of the more insightful leading indicators for potential car sales, we hope it will fulfil a few purposes for our broad audience. First, to document not just how we’re performing as business, but how dealers and the wider market stand to perform, so you don’t have to wait til that next set of official sales data.
Without further ado, here’s what happened over the last week.
Total new car enquiries
In the week ending Sunday, December 27, a total of 894 dealer connections took place. Down 46% from the week prior, the drop should come as no surprise given it covers the Christmas holiday period, where buying activity subsides until the final few days of the year, and early days of the new year.
Even then, this activity is now likely to be driven by individuals looking for a bargain, as opposed to fleet operators or business owners who are now on holidays. Perhaps also weighing on the results was concern around the extent and scale of the COVID outbreak in New South Wales, which is still rather contained, albeit could be on the minds of some consumers, not to mention those in lockdown.
New car interest by brand
Volume was down right across the board for just about every car brand last week, indicating the extent of the seasonal variance at this time of year.
With that said, BMW posted a somewhat resilient number as far as dealer connections, with the number down just 5 from the week prior. In the case of Ram, the American brand managed to actually buck the trend, with an additional 2 queries on top of those received in the week before Christmas.
We’ll be looking to the likes of evergreen favourites Kia, Mazda, Ford, Mitsubishi, Honda and Volkswagen to lead the charge as we head into the new year.
|
Prospective New Car Buyer Numbers |
Dec 21 – Dec 27 |
Dec 14 – Dec 20 |
% Change in Enquiries |
|
106 |
179 |
-40.8% |
|
|
79 |
170 |
-53.5% |
|
|
69 |
144 |
-52.1% |
|
|
65 |
124 |
-47.6% |
|
|
60 |
118 |
-49.2% |
|
|
51 |
56 |
-8.9% |
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