In the rock, paper, scissors game of automotive sales and advertising, it goes something like this:

Seasonality Cuts Sales – January is not, nor ever will be, December in terms of sales volume.

Sales Cover Ideas – good ideas don’t matter if they don’t sell.

Ideas Smash Seasonality – ideas promise breakthroughs during certain windows.

As such, the right ideas at the right times matter most. Painstakingly so.