An important part of the pitch, promoted using Facebook and YouTube, came from Perdikis. He promised potential buyers that Koons is not going to eliminate any factory incentives or dealership promotions, or alter its regular pricing, to make up the difference.
"This is in addition to our normally advertised Internet prices, in addition to all the factory incentives, and you're not paying anything more because you're getting a relief program," he said. The housing bonus comes after the deal is "neat and complete" as part of a separate process that requires documentation.
Buyers can get up to $1,500 a month for two months, depending on their actual payment. More than 80 percent of buyers during the promotion period signed up for the housing payment.
"Some people think it's a great thing we are doing, but they don't want the money," Perdikis said.
Koons sold 60 new cars in the first half of April, similar to the same period last year, he said. Ford sales were about even and Mazda was slightly higher. Internet leads rose by about 10 percent for new vehicles. Sales in the third week of the promotion were above last year's level.
The group has spent about $200,000 on the program so far.
On the used-car side, leads are up but sales are down — primarily because of competitive financing on new models. A buyer comparing a new 2019 F-150 with 0 percent financing for 84 months with a used 2015 model is finding it harder to see the attraction to the used vehicle right now, Perdikis said.
Koons sells about 3,500 vehicles annually between new and used.