WESTLAKE VILLAGE, Calif. -

Though Hurricane Irene’s negative impact on car-shopping activity and other downward factors may have led to August being a “lost month for vehicle sales,” September has the potential to show a significant lift, according to J.D. Power and Associates.

As automakers prepared to reveal August sales results today, J.D. Power projected Wednesday that the seasonally adjusted annualized rate for retail new-car sales would come out at 9.7 million, up from 9.5 million units a month ago. The firm is predicting a total SAAR of 11.9 million, compared to 12.2 million in July. The modest downturn is attributable to a weak fleet market, J.D. Power indicated.

Earlier in August, J.D. Power was projecting a retail SAAR of 9.9 million units for the month and a total SAAR of 12.1 million. Those projections, of course, were before Hurricane Irene came to the forefront.

The firm cited inclement weather and other factors — like sluggish consumer confidence and some shoppers putting off buying as they hold off for discounts — as being catalysts in the rapid sales decline during the second half of August.

“With the economic woes, summer vacations and Hurricane Irene taking center stage, August may be a lost month for vehicle sales, but the slight increase in the retail selling rate from last month is still a step in the right direction,” stated Jeff Schuster, J.D. Power’s executive director of global forecasting.

“Marketing and incentive focus has already shifted to September with the upcoming Labor Day weekend, so with improved inventory, the sales pace could show marked improvement next month,” he added.