Once upon a time, automakers would unveil the next year’s models each fall. It dawned on me the other day that new-car release timing is extremely fluid — even unpredictable — today.
I recently re-read one of my favorite books, Stephen King’s “Christine,” which had a paragraph that stood out to me. It had a quote from George LeBay, who was about to sell a possessed 1958 Plymouth Fury to an unsuspecting high-school student, Arnie Cunningham. George said, “This here is the best car I ever owned. Bought her in September 1957. Back then, that’s when you got your new model year, in September. All summer long they’d show you the pictures of cars under hoods and cars under tarps until you were fair dyin’ t’know what they looked like underneath. Not like now.”
Backstory on Annual Releases
The release of new models on a set annual cadence dates back to the 1930s and lasted several decades. While researching for this piece, I learned that the “fall release” was primarily designed to align with agricultural schedules. In the fall, when farmers sold their crops, they had the disposable income to buy new vehicles. Also, many other consumer goods industries have traditionally operated on a fall release schedule — think about back-to-school sales, fashion releases, and new TV schedules. All of those moving parts made the months of August through October ripe for innovation.
Shift in Strategy
Why did that all shift? There were many factors that changed manufacturer marketing strategies, particularly after the Covid-19 pandemic in 2020. Automakers learned that they can execute targeted online launches and consumer-focused experiential events instead of paying to rent a booth at a traditional auto show. Many automakers have pulled out of large shows, and that created a domino effect of others who followed suit.
On top of that, a specialized showcase (online or in person) allows an automaker to own the spotlight without competition or even time constraints. Years ago, I used to attend the Detroit Auto Show, and it was always a frenzy to get from one press conference to the next in time to get a decent seat for a reveal. Changing consumer behavior plays a role, too: End-users are now able to explore, configure, and even purchase new (and used) cars completely online.
Current State
Car launches now happen throughout the year. In fact, regulations allow an automaker to sell a next-year vehicle as soon as January 1. So, on January 1, 2027, you’d theoretically be able to buy a 2028 model-year car. It makes for a muddled marketplace when current-year and subsequent-year vehicles are on the same dealership lot at the same time, but I suppose this has always been the case at certain times of the year.
What are your thoughts on “continuous” model releases, as opposed to more defined autumn roll-outs?
