New and used car prices have skyrocketed over the last two years. Dealerships are on the front line, combatting insanely high prices and low inventories while delivering value to customers.

Spin Cheap Rides into Gold

It seems like we can’t go a week without seeing another story in the media about higher prices. And, while new car prices are at all-time highs, the used vehicle market has been hit especially hard. We know that it’s tough on consumers, but dealerships also feel the pain. After all, dealers are car buyers, too!

So how does a car dealer navigate these tumultuous times? By turning those “less desirable” economy hatchbacks, sedans, and SUVs into gold. We’ve got some ideas to keep your sales going strong while keeping costs and inventory in check.

Everyone Loves Getting Great Value

Yes, we know. Everyone loves SUVs and trucks nowadays. What folks DON’T love is gas prices that never seem to come down as much (or as quickly) as they go up.

A compact or subcompact hatchback or sedan, such as a Toyota Corolla, is an excellent fuel-sipping option for car shoppers who don’t have the budget for a hybrid or electric vehicle. Other selling points that can turn your inventory into a gold mine include:

Low maintenance costs. Many automakers, like Hyundai and Toyota, now offer 2-3 years of complimentary maintenance. You can increase your value proposition by offering dealership discounts on oil changes and tire rotations for those brands that don’t.

Plenty of features and versatility for the money. A big selling point of larger SUVs and trucks is their capacity and versatility. But will your customer need that much cargo space every day? With a compact vehicle, they’ll get all the tech and creature comforts they want and won’t be paying extra for space they don’t really use.

Compact vehicles make great second cars. Many households have people going back to work or school after pandemic lockdowns, making necessary a second (or third) car. Good, affordable commuter vehicles are often much less expensive to insure. Plus, they make great hand-me-down cars for families with kids who are learning to drive.

4 Ways Digital Marketing Drives Shoppers to Your Dealership

So, now that you have some solid messaging on what makes a sedan or compact SUV like a Honda HR-V such a great value, it’s time to get the word out! Here are four ways that your digital marketing efforts will drive compact car buyers to your showroom:

1. Optimized landing pages: Hire a professional writer to create compelling, keyword-optimized pages touting the value of smaller cars and SUVs.
2. Social media: Once you have a library of landing pages online, start promoting your inventory on social media.
3. Paid and organic search: Your well-written landing pages can help your organic search results. But you can boost your vehicle’s—and your dealership’s—profile with a paid search campaign.
4. Email to customers: Reach out to your existing customers. Chances are, many of them are considering a second car or a more economical daily driver.

Tap that Vein of Gold in Your Inventory

With continuing price hikes on everything from automobiles to groceries, getting value and saving money is important. Tap into the veins of gold in your inventory by showing car buyers the considerable value of buying a compact SUV or subcompact car.