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Friday, April 27, 2018

Jumpstart Automotive Media Path To Purchase Insights: Consumer Interest Across Trucks, Utilities and Cars, with Emphasis on Refreshes and Launches

Jumpstart Automotive Media Path To Purchase Insights: Consumer Interest Across Trucks, Utilities and Cars, with Emphasis on Refreshes and Launches

             

All three segments of pickup trucks (3/4 & 1-ton, full-size, and midsize) saw year-over-year increases in shopper interest ranging from 28% to 66% when comparing March 2018 to March 2017.

  • GMC Sierra 1500 led all full-size pickups, with month-over-month growth of 108% in share of full-size truck shopper interest, and 79% growth over the same period last year.
  • Although RAM 1500 saw a month-over-month decline of 23%, its shopper interest is still ahead by 73% compared to the same period last year.
   
Crossovers and SUVs also showed strength in shopper interest during the month, with two segments in particular stealing the spotlight. The subcompact (non-luxury) SUV/CUV segment was up 15% from March of last year, mostly attributed to new entries in the category (Toyota C-HR, Hyundai Kona, and Nissan Kicks). Furthermore, the compact luxury SUV/CUV segment was up 14% from February, and up 19% compared to March of last year.
  • Most of the growth is attributed to two vehicles (out of 14 in the segment): Acura RDX and a new entry, the Cadillac XT4. The Acura RDX saw growth of 29% from February and 36% from March of last year; In its first month of reveal, XT4 grabbed 7% of shopper interest in the competitive set, and already jumped to rank 6th in the segment.
   
A handful of car segments continued to see increases in shopper interest, a trend that began around the beginning of 2018. In the midsize sedan segment (up 9% from March of last year), the more significant gains came from the Nissan Altima and Mazda 6, both which are in model-year refreshes (+73% and +23% year-over-year).
Both the midsize and full-size luxury sedan segments also saw some modest growth year-over-year; Vehicles contributing to the lift in the segments are:
  • Kia K900
  • Lincoln Continental
  • Mercedes-Benz C-Class
  • Audi A6 in the midsize luxury segment
  • Cadillac CT6
  • Audi A8 in the full-size luxury sedan segment