Automotive Sarasota/Bradenton/Venice Market
In Sarasota/Manatee/Charlotte Vehicle sales cratered in 2009, but now have been up for three years in a row. Total Vehicle Sales: 2002-2012 129,434 138,791 145,584 149,336 136,933 122,198 108,172 98,256 100,084 104,449 87,523 88,498 In 2009, new vehicle sales were a little more than half what they were in 2005; used sales were down one third. New and used vehicle sales have bounced back and continue to improve in 2012. 47,741 49,439 52,845 55,523 51,650 45,131 34,160 26,255 30,876 33,734 27,695 31,370 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 11TD 12TD New Used Source: Cross-Sell, 2002-2012. TD is January-October.
In Sarasota/Manatee/Charlotte New vehicle sales, hit harder than used by recession, are leading the recovery. % Annual Change in Vehicle Sales 2003-2012 18 13 6 5 9 7 7 5 5 4 4 5 5 3 3 4 2 1 03 04 05 06 07 08 09 10 11 12 03 04 05 06 07 08 09 10 11 12 03 04 05 06 07 08 09 10 11 12 Total New Used -8-7 -11-13 -13-15 -8-9 -11-12 As people cut back in tough times, new vehicle sales fell more than used, but in 2010 the trend turned up, with new vehicles leading the way; the momentum continues in 2012. -24-23 Source: Cross-Sell, 2003-2012
In Sarasota/Manatee/Charlotte Used sales at new vehicle franchises are enjoying the strongest rebound in sales. 3 % Annual Change in Used Vehicle Sales: 2003-2012 13 10 8 9 5 3 3 4 4 4 3 2 1 03 04 05 06 07 08 09 10 11 12 03 04 05 06 07 08 09 10 11 12 03 04 05 06 07 08 09 10 11 12-2 -1-5 -5-4 Franchise Independent Individual -9-10 -12-11 -11-13 -15-16 7 3 1 The trend toward private party used vehicle sales and away from dealers began to reverse itself in 2010. Franchises began their recovery then, and have led the growth ever since. Source: Cross-Sell, 2003-2012
In Sarasota/Manatee/Charlotte Franchise dealers made strong gains in market share over the last four years. Vehicle Sales Shares: 2002-2012 38% 39% 39% 40% 39% 38% 40% 44% 40% 39% 37% 17% 18% 17% 16% 14% 14% 15% 15% 15% 15% 15% 18% 17% 17% 17% 19% 21% 21% 21% 22% 22% 20% 27% 26% 27% 27% 28% 27% 24% 21% 24% 24% 26% 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 Individual sales became major competition during the Great Recession particularly for new dealers. But starting in 2010, those dealers have come back in new and used vehicles, and now enjoy their highest shares in years. New Used Franchise Used Independents Individuals Source: Cross-Sell, 2002-2012
In Sarasota/Manatee/Charlotte Auto dealer sales retreated from 2005 to 2009, but have rallied sharply since. 2,706.3 2,974.6 3,152.0 Auto Dealer Sales ($Million) 3,563.1 3,474.5 3,229.6 2,639.7 2,433.9 2,396.7 2,061.8 1,763.2 1,916.4 The recession cut sales more than 40% from 2005 to 2009, but they have come back and continue to grow in 2012. 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 11TD 12TD Source: Florida Department of Revenue. To-Date (TD) is January-August.
In Sarasota/Manatee/Charlotte Auto Dealer Sales Performance 10% 6% Annual Change in Auto Dealer Sales 2002-2012 16% 13% 10% 9% Auto dealer sales exploded out of the recession in 2010, but have slowed each year since. 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 TD -2% -7% -15% -25% Source: Florida Department of Revenue. To-Date (TD) is January-August.
In Sarasota/Manatee/Charlotte Auto dealer sales are slightly stronger during the winter season through May. Auto Dealer Sales by Month (%) Steady sales reward auto dealers who advertise regularly. 8.3 8.5 9.4 8.8 8.6 7.8 8.1 8.2 7.7 8.2 7.8 8.6 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Source: Florida Department of Revenue, 2002-2011
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 28 31 30 30 23 As the buying decision nears, newspapers and the Internet become more and more important. 31 26 24 22 21 22 10 9 10 13 17 21 37 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 Sarasota/Bradenton/Venice Herald-Tribune Media reach most auto shoppers however they want to buy. New & Used Vehicles Herald-Tribune Media Group Reach Market Total % Print Web % Web Total Adults 581,000 293,000 50% 259,000 91,000 31% New 343,000 183,000 53% 162,000 65,000 36% Used 323,000 153,000 47% 129,000 54,000 35% Leased 29,000 18,000 63% 15,000 9,000 50% At least one third of the auto buyers you reach read online. Source: Scarborough Research, 2012. Sarasota/Bradenton/Venice is Sarasota & Manatee counties.
In Sarasota/Bradenton/Venice Herald-Tribune Media reach most people who own two or more vehicles. Number of Vehicles Owned Herald-Tribune Media Group Reach Market Total % Print Web % Web Total Adults 581,000 293,000 50% 259,000 91,000 31% Own 1 199,000 96,000 48% 82,000 30,000 31% Own 2 260,000 137,000 53% 123,000 46,000 34% Own 3+ 83,000 43,000 51% 38,000 13,000 30% About one third of the people you reach who own multiple vehicles read online. Source: Scarborough Research, 2012. Sarasota/Bradenton/Venice is Sarasota & Manatee counties.
In Sarasota/Bradenton/Venice Herald-Tribune Media reach about half of all domestic and import owners. Domestics & Imports Herald-Tribune Media Group Reach Market Total % Print Web % Web Total Adults 581,000 293,000 50% 259,000 91,000 31% Domestic 349,000 166,000 48% 148,000 44,000 27% Import 339,000 186,000 55% 165,000 67,000 36% More than one third of import owners you reach read online. Source: Scarborough Research, 2012. Sarasota/Bradenton/Venice is Sarasota & Manatee counties.
In Sarasota/Bradenton/Venice Herald-Tribune Media reach vehicle buyers from subcompact to luxury. Type of Vehicle Herald-Tribune Media Group Reach Market Total % Print Web % Web Total Adults 581,000 293,000 50% 259,000 91,000 31% SUV 180,000 95,000 53% 84,000 30,000 32% Mid-Size 153,000 81,000 53% 73,000 28,000 35% Truck 117,000 62,000 53% 53,000 20,000 32% Compact 116,000 57,000 49% 48,000 15,000 26% Luxury 75,000 41,000 55% 34,000 24,000 59% Van 75,000 38,000 51% 38,000 12,000 32% Subcompact 55,000 24,000 45% 23,000 9,000 38% Large 51,000 23,000 45% 22,000 2,000 9% Hybrid 17,000 12,000 69% 10,000 7,000 58% For most types of vehicles, at least one third of the buyers you reach read online. For luxury and hybrid buyers, it is nearly two thirds. Source: Scarborough Research, 2012. Sarasota/Bradenton/Venice is Sarasota & Manatee counties.
In Sarasota/Bradenton/Venice Herald-Tribune Media reach half of all buyers no matter how far they travel. Distance Traveled for Last Vehicle Herald-Tribune Media Group Reach Market Total % Print Web % Web Total Adults 581,000 293,000 50% 259,000 91,000 31% Miles for last vehicle* <20 427,000 211,000 49% 192,000 63,000 30% 20+ 195,000 106,000 54% 85,000 44,000 42% More than two out of five people you reach who went 20 miles or more for their last vehicle read online. Source: Scarborough Research, 2012. Sarasota/Bradenton/Venice is Sarasota & Manatee counties. *New or used.
In the Herald-Tribune Local automotive dealers run more than 200,000 inches of advertising a year. Auto Dealers: 202,834 Inches Top Advertisers Inches Digital Top Advertisers Inches Digital Sunset Dodge 28,743 Gettel Nissan 5,450 P Cramer Toyota of Venice 15,835 P Suncoast Kia 4,678 P Crest Cadillac 15,588 P Gettel Acura 4,215 Coast Cadillac 15,409 P Plattner's Venice 3,969 Suncoast Porsche-Audi-VW 14,431 P Palm Automotive 3,627 Venice Nissan 11,409 P Autonation Inc 3,546 P Sunset Chevrolet 9,961 P BMW of Sarasota 3,053 P Coast Infiniti 9,674 Sarasota Ford 3,027 P Gettel Hyundai 7,163 Wilde Honda of Sarasota 2,963 P Ed Howard Mazda 5,532 P Conley Buick 2,844 P Successful local businesses believe in Herald-Tribune advertising because they know it works. Nearly all the major players also use Herald- Tribune digital advertising. Source: Herald-Tribune Media Group Accounting Department, 2011. 126 = 1 full page. P = HeraldTribune.com. Y = Yahoo.
In the Herald-Tribune Auto factories and dealer associations run 8,000 inches of advertising a year. Factory/Association 7,805 Inches Top Advertisers Inches Suncoast Toyota Dealers 6,552 Cadillac 749 Kia 252 Volvo 252 Successful local businesses believe in Herald-Tribune advertising because they know it works. Source: Herald-Tribune Media Group Accounting Department, 2011. 126 = 1 full page. P = HeraldTribune.com. Y = Yahoo.