This series of weekly bulletins seeks to provide a high-level view of how new vehicle demand has been tracking during the COVID-19 pandemic. As each state continues to navigate policy on how to best deal with the competing forces of the virus and economic and social impacts, we will continue to report on shopper demand, monitoring as it evolves and responds to this ever changing environment.
Using national, state and DMA data, we present some demand highlights of how vehicle categories and brands have performed during this period, generally tracking data on moving averages, and in comparison to the equivalent period of the prior year and prior month. We also will choose an individual brand to focus on each week
Shopper Demand levels and comparisons to the Prior Year
Figure 1 (a) tracks the industry national trend in Shopper Demand (using an indexed 7 day moving average metric) and plots this Shopper Demand for 2020 and 2019. Demand over the last week has turned around somewhat, having been significantly down from 2019 throughout the summer. Q3 almost certainly will close well down on the prior year, but the rise in demand over the last week is encouraging.