Automotive Sarasota/Bradenton/Venice Market
Vehicle sales peaked in 2005, and started to reverse a four-year slide in 2010. 122,715 129,434 138,791 145,584 Total Vehicle Sales: 2001-2011 149,336 136,933 122,198 108,172 98,256 100,084 92,061 95,767 New vehicle sales are only about half what they were in 2005; used vehicles are down one third. But in 2010, new and used vehicle sales both began bouncing back and they continue to improve in 2011 up 5% combined. 46,389 47,741 49,439 52,845 55,523 51,650 45,131 34,160 26,255 30,876 27,952 30,502 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 10TD 11TD New Used Source: Cross-Sell, 2001-2011. To-Date (TD) is January-November.
New vehicle sales, hit harder than used by the recession, are leading the recovery. % Annual Change in Vehicle Sales 2001-2011 18 5 6 5 9 7 7 5 5 6 3 4 5 5 3 3 2 4 02 03 04 05 06 07 08 09 10 11 02 03 04 05 06 07 08 09 10 11 02 03 04 05 06 07 08 09 10 11-8 -7-11 -13-13 -15 Total New Used -8-9 -11-12 As people tightened their belts in tough times, new vehicle sales fell more than used, but in 2010 the trend turned around, with new vehicles leading the recovery into 2011, although the pace has been slowing. -24-23 Source: Cross-Sell, 2001-2011
Used sales at new vehicle franchises are enjoying the strongest rebound in sales. % Annual Change in Used Vehicle Sales: 2001-2011 13 10 8 9 9 7 7 5 3 3 3 4 4 3 3 1 1 02 03 04 05 06 07 08 09 10 11 02 03 04 05 06 07 08 09 10 11 02 03 04 05 06 07 08 09 10 11-3 -2-5 -5-4 Franchise Independent Individual -9-10 -12-11 -11-13 -15-16 The trend toward private party used vehicle sales and away from dealers began to reverse itself in 2010. Franchises began to recover then, and are leading growth. Source: Cross-Sell, 2001-2011
Individuals still account for most used sales, but more people are buying new. Vehicle Sales Shares: 2001-2011 37% 38% 39% 39% 40% 39% 38% 40% 44% 40% 39% 17% 17% 18% 17% 16% 14% 14% 15% 15% 15% 15% 19% 18% 17% 17% 17% 19% 21% 21% 20% 21% 22% 27% 27% 26% 27% 27% 28% 27% 24% 21% 24% 24% Direct sales have become formidable competition over the last 10 years in particular for new vehicle dealers. But since 2009 franchise dealers have been regaining market share in new and used vehicles. 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 New Used Franchise Used Independents Individuals Source: Cross-Sell, 2001-2011
Auto dealer sales retreated from 2005 to 2009, but have rebounded sharply since. Auto Dealer Sales ($Million) 3,563.1 3,474.5 3,025.2 2,974.6 3,152.0 3,229.6 2,706.3 2,433.9 2,396.7 2,061.8 1,760.2 1,961.3 The recession cut sales more than 40% from 2005 to 2009, but in 2010 they made a strong comeback, which continues in 2011. 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 10TD 11TD Source: Florida Department of Revenue. To-Date (TD) is January-September.
Auto Dealer Sales Performance 10% Annual Change in Auto Dealer Sales 2001-2011 6% 13% 16% 11% Auto dealer sales, hit hard by the recession, have recovered faster than any other retail sales category over the last two years. 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 TD -2% -7% -11% -15% -25% Source: Florida Department of Revenue. To-Date (TD) is January- September.
Auto dealer sales are slightly stronger during the winter season through May. Auto Dealer Sales by Month (%) Steady sales reward auto dealers who advertise consistently. 8.2 8.3 9.2 9.5 8.6 7.9 8.0 8.2 7.6 8.4 7.7 8.4 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Source: Florida Department of Revenue, 2001-2010
In Sarasota/Bradenton/Venice Herald-Tribune Media reach most auto shoppers however they want to buy. Automotive Reach SBV Herald-Tribune Media Group Total % In Print Online Total % Total Adults 579,000 100% 263,000 72,000 294,000 51% New 342,000 59% 169,000 49,000 186,000 54% Used 310,000 54% 134,000 34,000 150,000 48% Leased 26,000 4% 11,000 4,000 13,000 50% New and used vehicles split the market, with a small niche for leases. Herald-Tribune Media advertising delivers them all. HeraldTribune.com is especially good at reaching new car buyers and lessees. Source: Scarborough Research, 2011. Sarasota/Bradenton/Venice is Sarasota & Manatee counties. More than 1 in 4 readers read online.
In Sarasota/Bradenton/Venice Herald-Tribune Media reach nearly equal numbers of domestic and import owners. Automotive Reach SBV Herald-Tribune Media Group Total % In Print Online Total % Total Adults 579,000 100% 263,000 72,000 294,000 51% Domestic 358,000 62% 148,000 47,000 170,000 47% Foreign 310,000 53% 152,000 42,000 171,000 55% Domestic owners outnumber import owners, but Herald- Tribune Media reach both of them well. HeraldTribune.com is an increasingly effective way to reach all buyers. Source: Scarborough Research, 2011. Sarasota/Bradenton/Venice is Sarasota & Manatee counties. More than 1 in 4 readers read online.
Throughout the auto buying process: Herald-Tribune Media provide vehicle buyers most of their information. % Who Use Each Medium as Primary Source for Auto Information 4 4 3 3 5 8 5 9 9 8 10 9 10 11 10 24 27 27 27 22 19 10 16 15 31 30 30 23 31 26 22 21 22 24 10 9 10 13 17 21 28 37 Especially as the decision to buy nears, newspapers and the Internet become more and more important. 6 Mos 5 Mos 4 Mos 3 Mos 2 Mos 1 Mo 2 Wks Time Until Purchase Newspaper Internet Television Consumer Magazines Auto Traders Radio Source: Derived from CNW Marketing/Research as reported in NAA Planbook, 2009
In the Herald-Tribune Local automotive dealers run more than 200,000 inches of advertising a year. Auto Dealers: 202,004 Inches Top Advertisers Inches Digital Top Advertisers Inches Digital Sunset Dodge 27,184 P Tropical Cadillac 3,754 P Suncoast Porsche-VW 25,005 P Suncoast Kia 3,661 P Coast Cadillac 17,630 P Germain Toyota Of Sarasota 3,452 P Cramer Toyota of Venice 16,145 P Jenkins Hyundai 3,444 P Crest Cadillac 14,616 P Conley Buick 3,380 P Coast Infiniti 10,744 P Wilde Honda Of Sarasota 3,295 P Sunset Chevrolet 10,647 P Darby Buick-GMC 3,221 P Sarasota Ford 9,794 P Gettel Nissan 2,990 P Venice Nissan 6,425 P Sunset Kia 2,981 P Gettel Hyundai 4,851 Gettel Acura 2,818 P Successful local businesses believe in Herald-Tribune advertising because they know it works. Most of the major players also use Herald-Tribune digital advertising. Source: Herald-Tribune Media Group Accounting Department, 2010
In the Herald-Tribune Auto factories & dealer associations run more than 12,000 inches a year. Factory/Association 12,096 Inches Top Advertisers Inches Suncoast Toyota Dealers 6,552 Chevrolet 2,394 Cadillac 1,638 Chrysler Corporation 1,008 Kia 504 Successful local businesses believe in Herald-Tribune advertising because they know it works. Source: Herald-Tribune Media Group Accounting Department, 2010