Something is shifting at the boundary between new and used cars. TLA's analysis of 303,481 consumer enquiries across 28 brands tells a striking story.
Buyers who would historically have bought used are now finding new car deals more compelling. Not because they have more money to spend, but because aggressive pricing and 0% finance have closed the gap between the two.
As Tom Wharfe, Head of Brand for UK & Europe at MG Motor, put it, he has never seen so many zero percent finance offers running at the same time.
For brands and retailers, this changes the lead generation and conversion conversation entirely. The old assumptions about who buys new and who buys used no longer hold in the same way.
Understanding where that boundary now sits, and why, is becoming essential to getting the next stage of the funnel right.