Marketing agency Element Three and digital marketplace leader Trader Interactive have released “Beyond the Reveal: Rethinking Product Launches for Faster Sales Momentum,” new research examining why product launches in dealer-driven industries like RV and marine often fail to generate early sales momentum despite major investments.
Based on over 500 consumer surveys, OEM interviews, marketplace behavior data and retail sales analysis, the research identified three friction points that delay sales peaks — often by a full year or more.
Dealers aren’t ready when buyers are, Element Three and Trader Interactive said. OEMs may finalize product details just days before public reveals, meaning training and marketing materials reach dealers too late. Sales teams then aren’t prepared during the critical window right after launch. According to the research, features and technology are the top reasons consumers choose new over used — but when those details are unclear or communicated inconsistently, the launch loses its strongest selling point. Commercial vehicle OEMs take a different approach: dealer teams are trained before anything is announced publicly, giving them a much stronger start.
Launch campaigns end before buyers finish researching. Two-thirds of buyers spend over six months researching before making a purchase, but most launch campaigns spike initially, then fade in weeks, Element Three and Trader Interactive said. While OEMs concentrate marketing around a reveal moment — a dealer meeting, industry show or PR push — buyers are still in the early stages of learning and comparing. Sales data from Statistical Surveys Inc. (SSI) confirms the disconnect new model year releases of existing products rarely hit peak sales until the following year, meaning the initial launch window closes long before most buyers are ready to act.
New products compete with used inventory, including older models from the same OEM. More than 60% of shoppers begin their search with used inventory, viewing it as a better entry point rather than a fallback. Marketplace data from Trader Interactive shows that while new units represent nearly two-thirds of listings, used models generate more than 70% of shopper attention. SSI sales data revealed another headwind: prior model years often outsell the new release for several quarters. Without clear positioning and dealer support, new products can struggle to stand out.
“Launch campaigns concentrate around a reveal moment, but buyers spend six months to a year researching,” said Brian Cole, director of marketing strategy at Element Three. “If you want faster results, you have to stay in-market longer and enable dealers before announcement — not after.”
The full report, including consumer survey data and recommendations for multiphase launch campaigns, is available here.
