Since the on-set of the global pandemic, and reluctance to use public transportation, there has been increased demand for both new and used cars. However, pandemic-related factory shutdowns and the global chip shortage has caused a major inventory delay for new cars. In response, used car sales are up, contributing to a rise in auto warranty demand. Additionally, used car prices in many areas are hitting new highs. Older model vehicles and higher price tags could encourage more consumers to seek auto warranties that protect their investment.
In this episode of “Quick Questions With Kathy,” DMS CMO Kathy Bryan interviews DMS CRO Joey Liner for his insights on the latest trends affecting consumer demand and advertising in the automotive industry. Liner describes the surge in demand many marketers are experiencing related to new cars, used cars and extended after-market auto warranty. During the interview Liner also highlights the various factors and demographics that represent the segment of high-intent auto warranty customers.