The automotive market continues to claw its way back to stability following massive disruptions. Production levels and car sales, which plummeted early in the pandemic, are trending upward and the industry is showing a healthy rebound, even if pre-pandemic levels remain elusive.
12%
Percentage increase in 2021 automotive market promo sales compared to 2020
(ASI Market Research)
Tad Webster, president of Brandinc (asi/145212) in Los Angeles, celebrates the return of the standard sales channels, saying he’s witnessed considerable growth in dealer/driver incentives as well as dealer sales awards of late.
Leslie Stringer, general manager of Montgomery, AL-based LogoBranders (asi/255496), captures about 80% of her business from the automotive market. She characterizes its current state as “robust,” especially in the areas of team member appreciation and safety.
There is, however, one lingering issue testing the auto industry’s resilience and putting the brakes on full-speed-ahead optimism: a persistent lack of inventory on dealer lots. “If it’s a struggle for the dealers to get inventory, then it’s a struggle for them to get customers and a struggle for me to get orders,” says Mark Graves, owner of Proforma BGX Marketing (asi/491898) in Texarkana, TX. “The good news is that when the dealers order, it’s a good order.”
Product Picks
Tried & True: License Plate Frames
While apparel like caps and polos as well as daily-use items like drinkware hold value in the automotive world, Graves calls branded license plate frames a proven winner. “Once a car leaves the lot with that frame on it,” Graves says, “the owner typically doesn’t change it, which means ongoing branding for the dealer.”
Product Picks
Shiny & New: Boldly Decorated Umbrellas
Noting the value of creative, one-of-a-kind solutions in the automotive world, Stringer sold one automotive plant a custom four-color process print umbrella featuring pictures of the facility from its ground-breaking to its 10th anniversary of production. “Any product can be an awesome product as long as you think outside the box and get creative,” Stringer says.
Three Hot Sales Opportunities
Custom Goods
From apparel and awards to sales team gifts, the automotive market has seen a vast array of branded products, which heightens the importance of unique custom gifts to generate excitement. “It’s so key to work with our vendor network on custom and creative programs,” Webster says.
Employee Appreciation
Given persistent labor challenges, Stringer says automotive businesses remain eager to enhance their employees’ work environment and drive workplace satisfaction. She cites uniforming, milestone events and safety as three important categories where employers can demonstrate appreciation.
Shiny Packaging
Webster’s team recently produced a custom gift set featuring a mug with a cork base, cork journal and a bamboo pen with an executive charger, each item branded with the auto maker’s logo. Though basic products, Brandinc packaged the goods in a custom box alongside a personal note from the vice president of sales for the company’s internal sales team. Webster says this personalized, upscale effort provides a distinguished experience.