Horizon Media explored social conversation surrounding the Auto category amidst COVID-19, and discovered:

FOCUS IS ON EMPLOYEES, SAFETY, AND PUBLIC HEALTH:

People are concerned about dealerships remaining open during the pandemic, and with the focus on health, some consider communications from brands about deals to be insensitive or opportunistic. Companies need to clearly communicate what they’re doing to keep their employees and the public safe, and strike a sensitive tone in communications.

CAR SHOPPERS AND OWNERS WEIGH OPTIONS, HAVE QUESTIONS:

Desire for cleanliness and privacy makes people crave their own private rides, but confusion remains about what is safe and possible right now. Increased openness to contactless car buying/servicing options has the potential to shape expectations moving forward. Auto-related brands should continue to provide straightforward materials to answer people’s questions about every step of car ownership, from shopping and financing to servicing and payments, in this new normal.

IN AN UNCERTAIN ECONOMY, FINANCIAL HELP AND DEALS ARE APPRECIATED:

With many worried about being able to make their car payments, brands that offer help are receiving positive attention. Meanwhile, those who are financially stable are spreading the word about good deals and financing on new cars right now, and buying a new car already fits into some people’s post-COVID plans. Those that facilitate servicing or used car sales should let people know what offers they have as well.

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