Those “December to Remember” ad spots from Lexus might seem like nothing more than a less-than-subtle jab that your holiday gift-giving plans don’t measure up, but their push for an end-of-year car purchase might actually make some sense.
Sam Fiorani knows a bit about cars and selling them, and he says the end of the year is a reasonable time to consider buying a new car.
It might even be the best time of year to do so.
Fiorani is vice president of global vehicle forecasting for AutoForecast Solutions, which provides insight into automotive trends and data, and he spent some time years ago as a Ford, Lincoln, Mercury salesman, although he humbly downplays his own skills peddling wheels.
Fiorani says the last month of the year is one of a couple of times that should be at the top of your car purchase calendar.
“December is a great time to buy a vehicle,” Fiorani says.
Automakers, dealers and salespeople want to report that they sold a lot of vehicles during the calendar year and the final chance to make those numbers is in December, possibly by offering some deals. It’s something that’s regularly reflected in the data.
“We see sales in December a bit higher than the seasonal average,” according to Fiorani.
He cautions, however, that car shoppers should avoid a trip to a dealership on a holiday because that’s when lots of other people might have the same idea.
Traditionally, automakers would gear new model releases for late September and early October, according to Fiorani.
Savvy car shoppers who would rather save money than worry about getting the newest model features might aim their purchases at that period. Dealers would be looking to unload the previous model year, and that might open up some deals.
But Fiorani says the timing for new model year releases has become more flexible, so it’s important to be aware of what individual automakers have planned for their vehicles rather than just following the calendar.
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The newest model, however, is likely to have some new or updated features that a car shopper might decide is worth some extra money.
If saving money is key, Allyson Harwood, senior editor of creative strategy at Kelley Blue Book and Autotrader, says that the model switch, usually in the fall, can open some doors.
“If you have your eye on a certain vehicle, it’s good to pay attention to when an all-new generation’s coming out and then you can take advantage of getting the previous generation and saving some money,” she says, counseling that patience is a key attribute for securing a good deal.
Generally, any time the end of a month or end of a quarter approaches might signal some potential opportunities.
Similar dynamics are at play then as at the end of the year, according to Fiorani.
The end of a day, particularly if it’s the last day of a month or quarter, could also play in a car shopper’s favor. A salesperson who has invested time with a customer and knows that person could walk away without making a purchase could add some motivation.
Fiorani advises shoppers to consider heading to a dealership at less busy times as well.
The middle of a week, say Tuesday or Wednesday, are good days to do so.
Being able to capture the full attention of a salesperson can be helpful in securing a better deal. It’s a measure of supply and demand, Fiorani says, with better results for the shopper when the supply of customers is not as high.
Contact Eric D. Lawrence: elawrence@freepress.com. Become a subscriber. Submit a letter to the editor at freep.com/letters.

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