We are now at the start of the “Discount Season”.

The recent levels of advertising from the vast majority of the dealers signify that the industry is gearing up for the full range of summer activities.

Summer Surprises usually kicks the proceeding off and this nicely coincides with the model year change by a large number of manufacturers. This year, with the holy month of Ramadan starting towards 21st July, means that the offers will them continue into the normal Ramadan and Eid campaigns. This prolonged spell of activity will be offset by the number of residents who leave the Emirates to escape the summer heat. However, we still believe that it is a golden opportunity for the industry to tidy its stock cupboards and prepare for the influx of the new model year inventory that tends to arrive from this month onwards.

So, while the new car market readies itself for the summer, it is also a great opportunity for the used car departments. There will always be customers who will opt for a used car over a new model. This may be due to budget constraints or the fact that they can get a higher grade of car in the used market.
The used car departments need to work closely with their new car colleagues to ensure that every part exchange gets a serious bid to make sure a competitor does not benefit from your loss. It will also mean customer retention. As the market place becomes more and more competitive, customer service and therefore retention, is the only way to stay ahead of the pack. Most dealers are waking up to the fact that used cars are not a dirty word!! Retain the customer and maximise the opportunity.

For any comments or feedback please contact us.

Bill Carter
Head of Valuations
Autodata Middle East
Email: bcarter@autodata.ae