The Franchise Boom: ESA Top 5 Minute

ESA Top 5 Minute | ESA Senior Partner Adam Armbruster puts the franchise boom in perspective, shedding light on the immediate — and huge — opportunity at hand.

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Analytics’ Last Mile: ESA Top 5 Minute

Top 5 Minute | ESA’s Dave Eckstein demonstrates a subtle shift in analytics from macro level to the Profit Analytic, aligning strong campaign results with execution and expectation.

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Margin-Mapping on Google | ESA Top 5 Minute

ESA Top 5 Minute | Google has been providing us with a visibility ranking of local businesses for a while now? But where do we look for a ranking of company profitability? The same place, of course.

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Contextual Outreach: ESA Top 5 Minute

ESA Top 5 Minute | Jake Winchell recommends a more effective means for all size companies to execute Contextual Outreach in today’s digital era. ESA Top 5 Big Digs Webinar, August 24, 2016.

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What About Auto Profitability? ESA Top 5 Minute

ESA Top 5 Minute | Adam Armbruster provides a snapshot of the automotive market, trending, and profitability challenges. ESA Top 5 Big Digs Webinar, August 24, 2016.

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Auto’s Mid-Funnel: ESA Top 5 Minute

ESA Top 5 Minute | Jake Winchell demonstrates the advantages of shifting position on the consumer funnel for auto dealers — and all retailers. ESA Top 5 Big Digs Webinar, August 24, 2016.

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Direct Leads & Profit: Top 5 Minute

ESA Top 5 Minute | A look at the profit analytic, and how direct leads yield both high conversion and wider margins for business. ESA Top 5 Big Digs Webinar, August 24, 2016.

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Ten Years, 10 Points

US-Auto-Share-2006-2016

Ten points in ten years.

No, we’re not talking about Jackie Moon’s all-time ABA points total.

Ten years ago, in July 2006, Detroit’s Big 3 accounted for 55% of YTD US auto sales (year-to-date vehicle sales for the first seven months of 2006). In July of 2016, we have seen those same three automakers — granted, Chrysler is now FCA — contract to a total of just 45%.

One might guess that Toyota or Honda grabbed a large portion of those 10 massive points of share — worth 1.75M vehicles on an annual basis. But as the chart clearly demonstrates, the balance of share is dispersing in the auto market.

There are “other” automakers, like Subaru, Hyundai, Kia, Audi, BMW — and even VW, despite its recent emissions issues — that have accounted for the majority of this seismic shift in the US auto market.

Looking for up-to-the-minute automotive intel for YOUR market? Follow ESA Car Keys, or tune into ESA’s Top 5 Minute video series, especially Adam Armbruster’s segment on automotive profitability challenges from ESA’s Top 5 Big Digs Webinar on August 24, 2016.


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Adam Armbruster, ESA & Company | Real. Local. ResultsAdam Armbruster is a Senior Partner in the retail and media strategy firm ESA & Company. He can be reached at adam@esacompany.com.


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US Auto Market Flat. Or Is It?

US Auto Market Thru July 2016

What we’ve learned numerous times about a “flat year” (Volume +1.1% through 7 months):
Nobody’s really flat. Wide variance from the mean in today’s US automotive landscape, as gainers continue to grab share from laggards.

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July’s Incentives Fuel Auto Market Rebound

ESA-AD-USSales1607-ESA

The second half of 2016 started with a bang, as July’s SAAR hit 17.77M units, the strongest July in over a decade. This tally coincided with a wave of increased incentives (up 5.2% YOY), as average transaction prices dropped. Light trucks accounted for a staggering 61.1% of volume, while passenger car sales were down -9% from July 2015.

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