CBT News(@CarBizToday):Affordability is causing consumers to spend more time in market before making a purchase. John Fitzpatrick, CEO of Force Marketing, discusses how the current affordability crisis is creating a challenge for dealers that rely on traditional marketing metrics. He points out how longer shopping journeys can make lead volume and conversion rates appear weaker even when consumers remain interested in buying. Joining us on CBT Live, John Fitzpatrick went over what his team is seeing across more than 1,500 dealerships, including the impact of higher payments, rising insurance and gas costs, Labor Day opportunity and the rapidly changing role of AI in dealership marketing.

2026.08.29 17:48

Affordability is causing consumers to spend more time in market before making a purchase. John Fitzpatrick, CEO of Force Marketing, discusses how the current affordability crisis is creating a challenge for dealers that rely on traditional marketing metrics. He points out how longer shopping journeys can make lead volume and conversion rates appear weaker even when consumers remain interested in buying. Joining us on CBT Live, John Fitzpatrick went over what his team is seeing across more than 1,500 dealerships, including the impact of higher payments, rising insurance and gas costs, Labor Day opportunity and the rapidly changing role of AI in dealership marketing.