Launching Effectively In A Crowded And Competitive Market With Used Inventory

You’re not just launching against your competitors, you’re launching against yourself.In this final episode of The Inventory, Reid Morris is joined again by Brian Cole from Element Three and Scott Smith from Trader Interactive to talk about one of the most overlooked challenges of product launch: used inventory.Across industries like RV, marine, and powersports, buyers aren’t just comparing you to the competition. They’re comparing you to last year’s model, the unit next to it on the lot, or a completely different kind of purchase altogether. This episode explores what OEMs can do to differentiate meaningfully, clear used inventory, and empower both buyers and dealers during launch season.The group closes out the series with actionable tactics—like geo-targeted inventory promotions, loyalty-driven brand messaging, and what it takes to give consumers the confidence to walk onto a lot.You’ll learn:How to make your launch product stand out from used inventoryWhy differentiation, not just availability, drives momentumHow OEMs can support dealers and consumers through decision complexityThings to listen for:(00:00) Why Brand Clarity Matters Before a Launch(01:41) New Products Don’t Launch in a Vacuum(03:59) The Power of Familiarity with Older Models(05:24) When Leisure Products Compete with Everything(07:54) How Marketplaces Reveal Real Buyer Behavior(09:06) Why Differentiation Is the Marketer’s Main Job(11:01) Helping Dealers Move Old Inventory to Make Room for New(13:30) When the Product Brand Carries More Weight Than the OEM(16:41) Telling the Full Brand Narrative to Loyal Customers(19:12) What OEMs Can Do to Build Consumer Trust in Dealers(22:13) Why Events Feel Safer Than Dealer Visits