Dealer in the mid 00's had Hyundai/kia franchises marketed saying cars are the worst investment, check out the Hyundais, Kias, save thousands compared, marketed factory 10/100 warranties, pushed standard features compared to other brands, sometimes went right after toyota, nissan, and honda why buy used for same price... have a brand new kia/hyundai. Even did the kid going away to college scheme would you sleep better knowing your kid is driving a 100000 mile used car or new hyundai with roadside and bumper to bumper warranty.
Marketing worked some months 1000 - 2000 units at one dealership!
If dealers were a little brazen bet they could increase sales. Between Covid, economy, used vehicle pricing, and people wanting a sense of security aka warranty may be perfect timing.