Lead, Test Drive and Sales by Source July 2020 (vs June 2020)

In June we saw the market bounce back quickly with pre-sale lead, test drive activity returning to levels comparable to pre Covid-19 levels.  Although June was such a strong month for many dealers across the market, it was of course due to the market returning to normal levels after the trials of shutting down during Level 3 & 4.  The strong performance continued in July with just a small drop off from June to July.  Overall Lead volume was down 4.6% from June, Test Drives decreased by 4% and sales decreased by 4.5%.

Leads - Down 4.6%
Test Drives - Down 4.0%
​Sales - Down 4.5%

After seeing leads experience a significant "dead cat bounce" in June, July saw a slight dip across all sources electronic to f-2-f.  Leads from classified listings websites were fairly static - dropping just 0.2% from June and remaining a great way to reach a wide range of customers in the used space.  Dealership leads decreased by 2.2% and brand generated leads dropped by 6.7% from June to July 2020.

Web - Classified - Down 0.2%
Web - Dealer - Down 2.2%
Brand - Down 6.7%

Test Drive activity remains strong with Saturday by far the most common day for Test Drives.  Although Test Drives decreased overall by 4%, the top 3 sources of Test Drives actually increased with Test Drives from 'Web - Classified' leads increasing by 2.9%, 'Web - Dealer' attributed Test Drives increasing by 3.3% and 'Direct' Test Drives staying strong with a 0.1% increase from June.

Web - Classified - Up 2.9%
Web - Dealer - Up 3.3%
Direct - Up 0.1%

After such a strong month in June, AutoPlay customers saw a small drop in sales recorded in AutoPlay in July.  Sales attributed to the 'Web - Classified' sources decreased by 6.9%, whilst sales from 'Web - Dealer' channels dropped by 4.1% and 'Repeat' customers dropped by 6.2%.

Web - Classified - Down 6.9%
Web - Dealer - Down 4.1%
Repeat - Down 6.2%

A full 2 months after Covid-19 activity in dealership land still remains strong.  With the end of the wage subsidy it's anticipated we'll be seeing a tough few months to close out 2020.  AutoPlay will continue to bring you all the latest market stats (good or bad) - make sure you check back next month.