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Dataium ASI™ (Auto Shopper Intensity) index declines in January

Fleets Help Auto Industry's Month Over Month Forecast To Remain Steady

Dataium ASI™ (Auto Shopper Intensity) index declines in January, but increasing fleet sales and leasing point to a slight month over month increase in February

Nashville, TN —02/24/2011— Dataium, the largest aggregator of online automotive shopper behavior, today released its monthly ASI report. The ASI (Automotive Shopper Intensity) index, a leading predictive indicator of automotive retail sales, showed a 3% decline in consumer data within the index in January; however increases in fleet sales and leasing suggest flat to slightly positive month over month trends in February.

Dataium ASI % Change vs. US Retail SAAR % Change

The Japanese manufacturer Nissan took the top spot in terms of makes with the highest ASI ranking in January. Searches for the OEM were up 33%, while inventory views increased 19% over the previous month. Ranking second was fellow Japanese automaker Toyota, with 21% and 11% gains in searches and inventory views from December. Domestic automakers, Ford and Chevrolet, followed by Honda closed out the list of top 5 makes with the highest ranking.

Luxury manufacturers seem to be losing some ground in the New Year, with a number of them including Mercedes-Benz, Volvo, and Acura performing at the bottom of the ASI rankings list. In fact, Acura exhibited month over month declines in almost all key indicators of the ASI index, including a 19% decrease in searches and 14% drop off in inventory views from December. "The euphoria of the holiday shopping season seems to have worn off, resulting in lower intensity around the luxury brands," stated Eric Brown, CEO of Dataium. He added, “Not surprisingly, shoppers now have returned their focus to more popular and affordable models.”

The index also showed that Nissan’s midsize sedan, the Altima received the highest ASI ranking of all new vehicles in January. Close behind was Toyota’s redesigned sedan, the Camry, while third place belonged to the Chevrolet Silverado pickup truck. Even after rebounding from early issues, and garnering positive reviews and high ratings, Chevrolet’s hybrid, the Volt, fell short in January, and was ranked as the model with the lowest ASI score of all new vehicles.

Through proprietary data collection and analytics, Dataium aggregates and measures billions of auto shopper behavioral events from over 70 million active auto shoppers across a network of diverse automotive websites. Dataium not only provides data and research on auto shopper/buyer behavior nationally, but by specific makes, models, vehicle segments, and markets, as well. The national report is available for download at Dataium reports and dashboards are available on a subscription basis or may be customized to access real-time updates to measure in-market lead behavior, advertising effectiveness, digital marketing performance, and website design proficiency.

To request complete access to Dataium's ASI predictive modeling tool on future consumer demand by make, model, trim level, segment, region, and market, contact Dataium at, or call 877-896-DATA (3282).

About Dataium, LLC
Dataium is the largest aggregator of Internet automotive shopping activity. With its Cloud Intelligence® platform, the company collects, analyzes, and indexes billions of online automotive shopping events from over 70 million active auto shoppers. The company supports cutting-edge data collection and reporting technology; VisiCogn® Collection Utility, VisiCogn® Knowledge Center, and is also known for its ASI™ index. For more information, visit, email:, or call 877-896-DATA (3282).

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Copyright © 2012 Dataium, LLC, All rights reserved.

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The 2011 Dataium ASI Rankings for New Vehicle Models for you to download and review:  Dataium 2011 ASI Rankings for New Vehicle Models

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Tags: ASI™, Auto Shopper Intensity, Dataium, January, declines, index


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Comment by on February 24, 2012 at 1:44pm

This confirms what I am seeing from the PA/NJ side of the industry.  Toyota, Ford, Chevrolet, Nissan dealerships are back and business is good.  Acura dealerships are empty and I still have no explanation, only confirmation.  It's a good product, I don't understand why Acura hasn't recovered.  Anyone have any ideas?  

Comment by Ralph Paglia on February 24, 2012 at 9:51am

The 2011 Dataium ASI Rankings for New Vehicle Models for you to download and review:  Dataium 2011 ASI Rankings for New Vehicle Models

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