As we cross into July, the first half of 2025 is officially behind us. The stakes are high, the market is tough, and the path to success in the second half of the year won’t look like the one we just walked. For automotive dealers and their agency partners, the question is simple: what’s it going to take to win?

Let’s break down the key market dynamics from the latest Cox mid-year report and explore how your Launch Labs-powered solution can help dealer clients outperform in a competitive, uncertain landscape.

Market Snapshot: What’s Changing?

Brand Performance Diverges
Some automakers are falling behind, including Stellantis, Volkswagen, Nissan, Tesla, and even Mercedes. Others are pulling ahead. Underperforming brands aren’t a liability; they’re opportunity-rich clients in need of a competitive edge.

More Browsing, Fewer Buyers
Website traffic is up, but lead volume is down. Consumers are still shopping, but with caution. Inflation, interest rates, lackluster incentives, and broader economic uncertainty have consumers hitting pause on purchases.

Inventory Pressures Mount
Fewer vehicles are coming off lease, especially as we feel the echo of pandemic-era supply shortages. Dealers will need more trade-ins to sustain used lot inventory, making every lead, especially returning owners, more valuable.

What It Means: The Buyer Journey Is Getting Harder

Shrinking Low-Funnel, Growing Mid-Funnel
There’s no urgency among shoppers, despite a wealth of strong incentives. Electric vehicles in particular are attractive right now. Buyers are hesitant, more price-sensitive, and exploring both new and used options. That stretches the path to purchase and shrinks the pool of ready-to-buy consumers.

Rising CPCs, Tighter Budgets
Expect paid search costs to rise as dealers compete for a smaller group of in-market shoppers. That means it’s time to squeeze every drop of value out of marketing budgets.

What Agencies Must Do: Actionable Tactics for the Second Half

Close the Loyalty Loop
Don’t just chase new buyers. Re-engage existing owners. If your dealers aren’t using customer loyalty tools, now’s the time. With Launch Labs-powered insights, you can identify known owners re-entering the shopping journey daily. That makes invisible opportunities visible and gives your dealer a first shot at retaining customers before they stray.

Maximize Conversion With Streamlined Lead Capture
With fewer low-funnel shoppers, every conversion counts. Launch Labs technology equips your dealer clients with powerful tools that:

• Reduce friction in lead capture
• Deliver verified contact data and rich shopping signals
• Empower dealers to respond faster with better offers

Ensure your clients surface aggressive offers on-site to pull shoppers deeper into the funnel.

Engage the Mid-Funnel Proactively
Shoppers aren’t converting quickly, but they are researching. Retargeting mid-funnel audiences with fresh offers, inventory updates, and incentives is key. Use Launch Labs to:

• Trigger personalized messaging as new deals go live
• Drive return visits and sustained engagement
• Keep your client’s dealership top-of-mind until the shopper is ready

Shift New Offers to Used Shoppers
With more consumers exploring used and certified pre-owned vehicles, don't silo your offers. Promote strong new vehicle lease and finance deals to used-car segments. For example, a $329/month lease on a new Nissan Murano might be more attractive than older high-mileage used options.

Surface Surprising Deals
Many budget-conscious shoppers are open to reconsidering brands and models. Electric vehicles are especially appealing. Highlight unexpected, high-value offers like a $169/month lease on the Hyundai Ioniq 6 across all new-car and even some used-car audiences.

Launch Labs Is the Competitive Edge

The second half of 2025 will not be won by doing the same things as the first half. Dealers need a sharper edge. Your Launch Labs-powered product is that edge. It unlocks visibility into shopper intent, amplifies conversion, and gives your clients the ability to act fast and smart.

And your agency? You’re the multiplier.

Want your dealers to win in the second half of 2025? Help them step up. Help them stand out. Help them convert.

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