How dealerships can drive more sales this September with the new 75-plate
September is always a big month in the automotive calendar. The release of a new registration plate is more than just a technical change; it’s a chance for dealerships to generate excitement, attract fresh enquiries and turn window shoppers into buyers. With the 75-plate arriving this September, dealerships that prepare now will be the ones to make the most of the surge in demand.
Start Building Momentum Early
The build-up starts long before the first car with a 75-plate drives off the forecourt. Customers are already researching their options, comparing offers and waiting for the right moment to commit. That means your marketing needs to be visible from the start. From updating your website with fresh 75-plate messaging to refreshing your paid media campaigns, the more consistent your presence, the more likely you’ll capture interest before your competitors do.
Make the Most of Your Database
Your existing customer database is another valuable tool. Drivers approaching the end of their finance agreements or those who have owned their car for several years are often the most receptive to upgrading when a new model comes around. A personalised email or SMS campaign highlighting the benefits of moving into a 75-plate model can go a long way. Adding a sense of exclusivity, whether through early access test drives or priority booking, can also give your loyal customers a reason to act sooner rather than later.
Capture Search Demand
Search behaviour is another area you can’t afford to ignore. Buyers will be typing phrases like “75-plate car deals near me” or “new 75-plate Kia offers” into Google, so your ads and SEO pages need to reflect that demand. Paid media should be carefully tailored with updated ad copy and sitelinks. At the same time, local targeting ensures you’re speaking directly to the audience that matters most, the people in your catchment area who are ready to buy.
Create Content That Stands Out
The plate change is also a story worth telling. A steady stream of fresh content helps to build authority and trust. That could be video walkarounds showcasing the latest models with their 75-plate fitted, or social posts that explain the advantages of upgrading now rather than waiting. Don’t be afraid to highlight affordability with finance examples or part-exchange offers. Customers want to know that driving away in a brand-new 75-plate car is within their reach.
Use Urgency to Your Advantage
Timing is everything in September. The opportunity is short-lived, which makes urgency your friend. Using countdowns across your marketing channels and incorporating stock availability into your messaging helps encourage people to take action. It’s also essential to keep remarketing in play, reminding those who’ve already engaged with your ads or visited your website that the clock is ticking.
Track, Measure and Optimise
Finally, once your campaigns are live, the work doesn’t stop. The dealerships that consistently perform best are those that closely monitor their results and adapt quickly. Keeping an eye on which channels are generating the most enquiries and shifting budget accordingly ensures your marketing spend is always working as hard as possible.
The 75-plate launch is more than a date on the calendar; it’s an opportunity to create a moment, capture attention and drive real sales growth. Dealerships that take the time to plan their marketing now will be the ones reaping the rewards when the plates roll out on 1 September.
At Brand Twelve, we help automotive groups turn registration changes into headline events, and we’re ready to do the same for you.