SAN FRANCISCO, Calif. – Jumpstart Automotive Media, a leading media, insights and marketing solutions company, today released its monthly path to purchase report with a focus on shopper interest during October’s “truck month.” The report shows that month-over-month shopper interest was up 14 percent for full-size pickups and 11 percent for 3/4 and 1-ton pickup trucks.
October is known in the industry as the month auto brands typically spotlight trucks (e.g., Ford F-150, RAM 1500) with additional advertising during sporting events such as football games and the World Series, and interest levels usually increase as a result.
And interest in trucks this October was particularly strong due to continued post hurricane Harvey and Irma vehicle replacement activity. According to Jumpstart, Ford F-150 and Chevrolet Silverado led that interest with increases of +27 percent and 13 percent, respectively compared to October 2016.
For larger trucks, the Ford F-250 Super Duty and RAM 2500 each had month-over-month growth in interest (+22 percent), helping drive overall growth for the full-size pickup truck segment. Full-size pickup trucks and 3/4 and 1-ton pickups had the highest share of shopper interest in October compared to the rest of 2017, with a 4.8 percent and 1.8 percent increase, respectively.
Interestingly, October also marked the fourth consecutive month that share of interest declined for the subcompact SUVs/CUVs segment after interest peaked in June when the segment held 3.8 percent share. The segment has seen a 29 percent decrease in shopper interest since June 2017.
“Between increased advertising focus, truck replacement needs, and continued low fuel prices, shoppers had many reasons to turn their attention toward pickups and SUVs during the month of October,” said Colin Thomas, senior analyst, strategic insights at Jumpstart. “However, what’s curious today is that shopper interest continues to wane for smaller utility vehicles, which have been very popular for versatility, functionality and value.”
SOURCE: Jumpstart press release