Episode
Financing key for 81% of shoppers when making large purchases
- Podcast
- The Auto Finance Roadmap
- Published
- May 14, 2026
- Duration seconds
- 1242
- Processing state
not_requested- Canonical source
- https://share.transistor.fm/s/1d28e739
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Summary
Powersports dealers are introducing financing discussions earlier in the buying process as affordability concerns and economic uncertainty shape consumer behavior during the industry’s peak selling season. May is one of the most important sales periods for powersports dealers as warmer weather drives demand for motorcycles, ATVs and side-by-sides, Synchrony Outdoors Senior Vice President and General Manager Susan Medrano told Auto Finance News during a special episode of “The Roadmap” podcast. “It’s important because that buying window for peak season is so narrow,” she said. “If the consumer doesn’t purchase during that window, they may not purchase till next year.” This year, affordability pressures are changing how consumers approach purchases, with about 81% of shoppers focused on financing options when making large purchases, Medrano said, citing Synchrony’s 2025 Major Purchase Study, Modern buying trends Buyers also are researching financing options before visiting dealerships and are increasingly focused on monthly payments and loan terms, Medrano said. “The financing starts much sooner in the process,” she said. “Consumers are educating themselves before they ever get there.” That has spurred dealers to discuss financing on the showroom floor instead of waiting until customers reach the finance office, Medrano said. “If it's the monthly payment, for example, they could talk about the different terms that would be available, whether it's 36 months or it's 84 months, and the difference that makes to the consumer,” she said. “The same with total ticket price.” Those conversations allow dealers to tailor promotional APRs, repayment terms and add-ons to that customer, Medrano said. Flexible financing Flexible financing is increasingly important as dealers work to co…