Why Your “Cheap” Vehicles Could Be A Gold Mine

By Amber Cruickshank

Your budget-friendly rides might be worth more than you think! Find out why inflation is causing luxury cars to lose their shine and what cars are your money-makers

Cheap Cars are Holding Value

Just when you think you have it all dialled, the market changes faster than a prairie fire with a tailwind. As we observe the ever-changing landscape of the automotive industry, it’s become quite obvious that the luxury used vehicle market is experiencing a decline. 

Factors like inflation, higher gas prices and insurance costs are contributing to this shift, leaving many dealers scratching their heads and reevaluating their strategies. However, amidst the chaos, an interesting trend is emerging: while luxury vehicles are facing challenges, economy vehicles are holding their value, if not becoming more valuable. 

The Evolving Needs of Your Customer

The allure of luxury may be losing its luster as people prioritize financial prudence over extravagance. With rising inflation and economic uncertainty looming, many individuals are reevaluating their spending habits and opting for more budget-friendly options. High interest rates, insurance premiums and gas prices make it hard for young drivers and budget-conscious people to consider a luxury vehicle. As a result, we’re witnessing a mass exodus from expensive cars, with consumers flocking towards more affordable alternatives. 

This shift in consumer behaviour presents a unique opportunity for dealers to adjust their strategies and capitalize on the growing demand for budget-friendly vehicles. By shifting your focus towards economy vehicles like the Corolla and Civic—known for their reliability, affordability, and strong resale value—you can position yourself ahead of the curve and cater to the evolving needs of our customers.

What Does This Shift Mean For Dealers? 

But what does this mean for dealerships in practical terms? It means rethinking your inventory selection, marketing efforts, and customer engagement strategies. Instead of chasing high-end luxury models, look at diversifying your inventory to include a healthy selection of affordable, fuel-efficient vehicles that resonate with budget-conscious consumers. Moreover, your marketing messaging should reflect this shift, highlighting the value and reliability of economy vehicles and emphasizing their affordability and cost-effectiveness.

Furthermore, dealerships can leverage this opportunity to provide tailored solutions and financial incentives that cater to the needs of budget-conscious buyers. Whether it’s offering competitive financing options, flexible lease terms, or certified pre-owned programs, there’s ample room for innovation and creativity in how we engage with our customers and meet their evolving needs.

Embrace The Change

While the decline in the luxury used vehicles market may present challenges, it also opens the door to new opportunities for savvy dealerships willing to adapt and evolve. By embracing the trend towards more affordable vehicles, you can position yourself as a leader in a shifting market landscape and make stronger connections with your customers. 


Dealer Marketing, Industry Thoughts