Issue Date: Car Dealer Insider Dec 1, 2011, Posted On: 12/10/2011
November is typically a small month for automotive retailers until the last week and then Thanksgiving and Black Friday promotions drive the final result. This year, Cyber Monday promos started the Monday before Thanksgiving instead of after the holiday. According to Dataium, an aggregator of online automotive shopping activity, the hefty discounts and incentives offered by car manufacturers helped to maintain consumer interest over the Thanksgiving weekend. Visitor traffic to auto websites on Black Friday was down by less than 6% over a typical Friday, as compared to last year which saw over 200% decline in traffic. Additionally, the overall number of visitors searching and submitting leads on dealership websites remained stable.
As compared to an average Friday, luxury manufacturers, BMW and Cadillac, saw gains in unique visitors on Black Friday, up 9% and 6% respectively. While Toyota and Mazda experienced slight losses, both down almost 13%.
Aided by deep discounts, domestic models Lincoln MKZ and Buick Enclave, were the big winners on Black Friday, boosting leads by 1475% and 531% respectively. Close behind the domestics was the import from Germany, the Volkswagen Tiguan, which boosted by financing and leasing deals, was one of a few models to enjoy higher searches and leads than an average Friday.
Dataium uses its proprietary data collection and analytics to measure billions of auto shopper behavioral events from over 40 million active auto shoppers across a network of diverse automotive websites.