What is Conquest Sale?

A conquest sale is a sale to a customer who previously owned or drove a different brand, meaning the dealership won them away from a competitor. Automakers often support conquest sales with special incentives or rebates aimed at owners of rival brands, since gaining a new customer expands market share. For dealers, conquest customers represent growth beyond the existing owner base, but they also require education about the new brand's features, service, and ownership experience to build loyalty. Marketing to conquest prospects means targeting owners of comparable competitor models with relevant messaging and offers. Tracking whether a buyer is a conquest or a loyalty repeat customer in the CRM helps measure marketing effectiveness and claim applicable manufacturer conquest incentives. Converting a conquest buyer into a repeat, referring customer is where the long-term value lies.