World Cup to put the boot into the car market

World Cup frenzy is gripping the UK, and the motor trade is bracing itself for a dip in forecourt activity. The tournament, which starts on the 9th June and lasts for four weeks, has a history of diverting the car-buying public’s attention away from showrooms and towards television screens and public houses.

For many years, dealers have reported the effect that major sporting events have had on sales, and during the last tournament four years ago traders experienced a clear drop in consumer interest.

“June and early July will be a difficult time for the motor trade,” says Adrian Rushmore, Managing Editor at EurotaxGlass’s. “In order to sell cars, there has to be a fundamental enthusiasm for the buying process, and consumers must have the desire to visit their local dealerships, particularly at weekends.”

He continues: “Commercially speaking, the World Cup can represent one of the biggest global opportunities for retailers, but car-buying demands an extensive investment, not only financially, but also in terms of time. For many families, major sporting events can dominate recreational time and may correspondingly defer the buying process to a later date.”

However, past experience has shown that the business lost over this period may not be fully recovered in the post-tournament aftermath.