Light Truck and SUV Blogs

BY DANA NELSEN

The CEOs for Ford and Chrysler both said this week that they have prepared their companies for a lengthy downturn in the auto industry in 2008. They believe the credit crisis and the rising price of gas will continue to impact sales in the first two quarters.

While new trucks sales may take a dip with $4-per-gallon gasoline, I think this may present real opportunities for shops who market performance upgrades—especially in markets where competition is fierce. Let’s face it, many people will not only need that truck during their average workday, but will also need that truck to get to and from work each day.

When things get a little tougher, many businesses cut their advertising. That means less competition for competitive advertising for those companies that continue to try to reach consumers with an advertising message.

There are plenty of people out there who can afford and need the aftermarket products we sell. When it comes time for those customers who are still buying, despite the economy, who do you think they will go to when it comes time to make a purchase? The company that has dropped off the radar, or the company with the funny radio commercials they hear on the way to and from work?

I’d really like to hear how all of you are doing this year on performance-related product sales. When you get a moment, feel free to post on the blog who you are, where you’re located, and if these types of sales have increased in your area.

Thanks for reading Light Truck & SUV magazine!