SAN FRANCISCO -

Jumpstart Automotive Group made an interesting discovery when analyzing brand interest among desktop and mobile visitors to its range of sites during a one-year period.

When comparing shoppers’ interest in the first half of 2016 versus all of 2015, Jumpstart noticed that truck segments decreased in shopping consideration while car segments increased. This seems to fly in the face of sales trends that show trucks are outperforming cars.

However, when comparing full-year 2015 to full-year 2016, truck segments showed growth while many high-volume car segments (sedans, compacts, coupes) were down.

“Although sales data may continue to show that trucks are outperforming cars in noticeable ways, it is very interesting to see that many car segments remain top-of-mind for consideration among desktop and mobile shoppers,” stated Libby Murad-Patel, vice president of strategic insights and analytics for Jumpstart.

Looking more closely at the data, one sees that truck segments — SUV/CUVs (down 2 percent), trucks (down 5 percent) and vans (down 3 percent) — actually decreased in shopping consideration through desktop and mobile searches when comparing activity in H1 2016 versus FY 2015

Car segments — sedans (up 4 percent), sport cars (up 2 percent), compacts (up 2 percent), coupes (up 2 percent) and performance cars (up 2 percent) —  increased during the same time period.

But when looking at the first half of 2015 vs. the first half of 2016, one sees that truck segments — SUV/CUV were up 8 percent; trucks were up 5 percent; vans were up 3 percent — showed growth. 

Meanwhwhile many high-volume car segments (sedan down 13 percent, compacts down 5 percent and coupes down 14 percent) were softer.

However, sports cars (up 4 percent) luxury exotics (up 12 percent) and alternative fuel vehicles (not trim or options; up 6 percent) showed growth.

 “This is important data for OEMs and dealers to recognize as they build their digital marketing strategies for the balance of 2016 and entering 2017, particularly as the new models come onto the lots,” Murad-Patel said.

Rounding out the data for full-year 2015 vs. first half of 2016:
 

  • Luxury exotics: down 8 percent
  • Hatchback/wagon: no change
  • Alternative fuel (not trim or options): down 4 percent.

Rounding out the data for first half 2015 vs. first half 2016

  • Performance: Up 38 percent
  • Hatchback/wagon: Down 3 percent.

About the data:

Body Style: Defined as the main body type (high-level)

—Vehicles in the Alternative Fuel segment are ONLY offered in a Hybrid or Electric, it’s not a drivetrain option (e.g. Chevy Volt, Nissan Leaf, Toyota Prius)
—Luxury Exotic includes brands/models from Ferrari, Lamborghini, etc.
—Performance includes Corvette, Camaro, Mercedes AMG, Mustang, etc.

Jumpstart Automotive Group, a division of Hearst Autos, connects automotive marketers with tar shoppers and enthusiasts through partnerships with: Car and Driver, Road & Track, U.S. News Best Cars, J.D. Power Cars, NADAguides, Autoweek.com, Autobytel, Autolist, Daily News Autos, LeftLane, CarSoup and CarBuzz.