'Black Friday:' Car Buyers Get Best Deals of the Year Page 2

November 22, 2009

2009 Nissan Titan SE

Toprack noted that he expected the cars with the biggest discounts to be:

  • The 2009 Suzuki SX-4 at 28 percent

  • The Nissan Titan (pickup) and Ford F-150 at 26 percent

  • The Hyundai Sonata at 20 percent

Some dealers, CNN reported, are likely to offer even deeper discounts to try and get in on some of the Black Friday feeding frenzy (already standard retailers like Target are planning to offer $3 coffeemakers and the like).

Brian Benstock, general manager of New York City's Paragon Honda, told CNN that there's a lot of noise in the market that day (Black Friday) and we have to stand out. So, he's planning to have bike riders, dressed in gorilla suits, ride over to the local Best Buy wearing posterboard advertising that says there's a huge car sale just down the street.

They will also be doing a huge $5-a-day Civic ad promotion on TV and radio. The deal works out like this $1,999 down and a $149 per month payment, which works out to just about $5-a-day. It's an interesting strategy.

Even normally staid car dealers like Cuyahoga Falls, Ohio's Cascade Auto Group, will be running full page ads in the local newspaper on the two days after Thanksgiving to try to cash in on more of the Black Friday business. Those are the only days we buy full page ads in the paper, Michelle Primm, managing partner of the dealership group. She noted they did gain business on Black Friday.

Her comment varies with our own experience as well as that of Toprack who noted that average traffic doesn't particularly increase that day.

Dealerships always spend a lot of money on marketing for that day, he noted, but for some reason, it's not a particularly big day for car shopping.

This year Black Friday is falling on an especially important weekend for the car business as it is the last weekend of the month. This is the weekend in any month when dealers try to pull every deal they can in through the door as they try to make their sales forecasts. It's really the best time of month for buyers to be in the market because dealers will go a lot further trying to pull in deals.

Not planning to play the Black Friday market game is Premium Nissan of New Rochelle, NY. Bob Goldberg, general manager, of the Nissan dealership said that Black Friday isn't anything special for them. Every day is important, he emphasized, I don't consider it different from any other day.

He also noted that since it is also the end of the month they are trying to close as many deals as possible before the month ends since this also directly impacts their model mix and sales quotas set for them by the factory.

One other piece adding to the pressure dealers are feeling is that as they enter December with unsold 2009 inventory they want to move it out because once the calendar turns to 2010, the 2009s are last year's models.

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