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How To Navigate The Car Market During The Pandemic
How To Navigate The Car Market During The Pandemic
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If you're about to buy a car, watch out for the crash — not among vehicles on the road
but between expectations and reality.
Because of the economic downturn during the pandemic, about half of car shoppers are
expecting a hefty price cut, according to a study from Atlanta-based Cox Automotive,
which owns Kelley Blue Book and Autotrader.com among other auto businesses. Nearly
all buyers expect some kind of deal.
The same study warns that those shoppers “are in for a shock when they aren't able to
find the great deal that they expected.” Here's what they face: Prices are up, selection is
down and manufacturers haven't returned to 100 percent production.
To put a finer point on it, you will have a harder time finding what you want. And if you
decide to settle for something else, it still could cost more than you expected.
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"It's a weird time, all right,” says Ben Preston, auto reporter at nonprofit Consumer
Reports in Yonkers, New York. “The [auto] market has been changing every few weeks
since the pandemic hit. At first, the dealers that were open were bending over
backwards to help people — knocking thousands of dollars off, financing deals."
Now, well, this example from car-shopping service TrueCar.com, though extreme,
illustrates an about-face: “One customer we know was shopping for a Kia Telluride
[SUV], and the dealer adjustment [markup] on the window was $10,000 — if you can
believe it,” says Eric Lyman, chief industry analyst at Santa Monica, California-based
TrueCar.
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Perhaps you can't wait. Maybe the old vehicle that has served you for a while is now
unreliable and unsafe.
"Cars don't decide to break when it's convenient,” says Alain Nana-Sinkam, vice
president of strategic initiatives at TrueCar. Or perhaps you previously didn't need a car,
but new circumstances now require one.
Short of buying, you do have some placeholder choices depending on where you live
and the size of your transportation budget: Ride-hailing services such as Uber and Lyft,
long-term car rentals, taxis, subways or other rail lines, and buses. If you do decide to
buy now, here are some strategies to consider.
"Used vehicles were sitting almost untouched at the start of the pandemic. And
now they're practically flying off dealer lots,” says Jessica Caldwell, executive director of
insights at car-research site Edmunds.com in Santa Monica, California.
The pandemic caused economic uncertainty at the least and direct economic problems
at its worst. Thus many potential new-car buyers switched to used vehicles to save
money, especially to those off-lease or certified pre-owned models, draining that pool.
Make a switch
When your preferred vehicle isn't available at a price you want to pay, look for
alternatives, ones you didn't have on your original list. The point is to wind up with
something similar to what you wanted but that you can find in greater supply on dealer
lots.
Sometimes that's another vehicle from the same brand. Other times it's a direct
competitor. It might even be a similar type of vehicle but a different size.
TrueCar researchers found these examples of how its users were looking at
substitutions: Those who wanted a Kia Telluride considered a Toyota Highlander, Kia
Sorento or Ford Explorer. If they were looking for a Toyota Tacoma, they also looked at
a Ford Ranger or Ford F-150. Potential Toyota RAV4 owners widened their scope to a
Honda CR-V, Mazda CX-5 or Subaru Outback.