DEALERS MUST PROVIDE PRICE, INCENTIVE AND AVAILABLE DISCOUNT TRANSPARENCY TO THRIVE IN 2025 | PR Newswire [Video]

ZeroSum “State of the Dealer: 2024 Overview and 2025 Outlook” Outlines Supply/Demand Trends and Impacts in Automotive Retailing

, /PRNewswire/ — With vehicle inventories returning to pre-COVID levels and average new vehicle prices remaining over $50,000, auto dealers need to actively market available discounts and incentives to stand out in 2025.  

The findings were part of the “State of the Dealer: 2024 Overview and 2025 Outlook” report released today by ZeroSum, an industry-leading provider of software, data and marketing automation services to the automotive industry.

New vehicle inventory reached 3.25 million in Dec. 2024, closing in on the 3.3 to 3.5 million pre-covid levels. At the same time, vehicle movement—while up over the course of 2024—has not kept pace with the growth trajectory on the supply side.

Multiple factors have kept vehicle pricing at or just over $50,000over the course of 2024. These include general inflation and its impact on OEM production costs, the discontinuation of lower-end models, and the emphasis on …