Auto Show Exposure Leads to Spikes in Online Shopping Traffic
Shopper interest is piqued by auto shows, and here’s the data to prove it.
According to a Jumpstart Automotive Group analysis released this week, dramatic spikes were seen in the shopping patterns of in-market auto shoppers before and during four major U.S. auto shows.
For example, following the unveiling of the redesigned Chrysler 200 at the North American International Auto Show in Detroit, the car saw a 50 percent increase in shopper traffic.
Chrysler debuted several other redesigns and anniversary editions during the 2013-2014 auto show season; its new Dodge Charger experienced a 38-percent increase in traffic following a world debut at the New York International Auto Show.
Taking particular note of global and North American debuts, concept vehicles and award winners, Jumpstart analyzes online shopping patterns each year to find which brands and vehicles see the largest increases in traffic across its portfolio of sites.
The analysis covers the shopping patterns of more than 24 million in-market auto shoppers before and during major auto shows in Los Angeles, Detroit, Chicago, and New York.
For this report, share of auto show shopper interest was measured by comparing traffic averages to a brand's make/model page during each show with its traffic averages from three weeks prior.
Traffic increases from the various shows include the following:
Los Angeles Show
SRT Viper GTS, 80 percent increase in shopper interest
Nissan Juke, up 48 percent
Nissan GT-R, up 47 percent
Nissan Sentra, up 38 percent
Chevrolet Colorado, 54 percent
Detroit (North American) International Auto Show
GMC Canyon, 148 percent traffic increase following world debut at the show
Redesigned Chrysler 200, up 50 percent
Cadillac ATS Coupe, the brand’s first compact luxury coupe, up 42 percent
Chicago Show
2014 Nissan Frontier Diesel Runner, 29 percent increase
Cadillac ELR, up 27 percent and won the show’s Best Green Vehicle Award
Newly-designed 2015 Kia Optima Hybrid, up 24 percent
New York International Auto Show
Restyled Infiniti QX80, 56 percent increase in shopper interest
New Dodge Charger debut, up 38 percent
Kia Sedona, up 26 percent