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Just how successful are the “December To Remember” campaigns? Swapalease.com analyzed vehicle search and consideration patterns from the 2013 holiday season to gauge which luxury brands see a rise in consumer consideration during the holiday season. Lexus saw the biggest increase in search and consideration patterns, but only by a slim margin.
Swapalease.com is the nation’s largest online lease marketplace, processing tens of thousands of lease exchanges each year for today’s most popular cars on the road. The company reviewed more than 700,000 website searches and consideration patterns from November to the end of December, 2013. With this data, Swapalease.com was able to determine which of today’s most popular luxury brands see the biggest rise in search and consideration activity while the “December To Remember” advertisements run.
During December of 2013, Lexus vehicles saw an increase in search and consideration activity of +0.6% compared with its level of activity during November. Infiniti vehicles were second on the list with an increase of +0.3% in December compared with November.
However, the “December To Remember” luxury push saw falling numbers for many of the other luxury brands. December search and consideration activity for Mercedes-Benz vehicles dropped the most last December by -6.9%, followed by Cadillac (-6.7%), BMW (-5.8%), and Audi (-4.5%).
“Based on this marketplace data, the advertising continues to work for Lexus, which operates the ‘December To Remember’ tagline in its television ads,” said Scot Hall, Executive Vice President of Swapalease.com. “If anything, it’s a little surprising to see that there are several other ‘non-luxury’ brands on the list that perform better than luxury in December, especially when you combine the campaign focus and desire to gift others or yourself.”
Chrysler led all brands with the largest increase in searches and consideration in December compared with November, jumping +14.8%. Mazda was second at +9.2%, followed by Jeep (+4.6%), GMC (+3.8%) Ford (+1.4%) Buick (+1.3%) and Chevrolet (+1.0%) before reaching Lexus.
Headquartered in Cincinnati, Ohio, Swapalease.com is the world’s largest automotive lease marketplace and the pioneer in facilitating lease transfers online. More specifically Swapalease.com matches individuals who want to get out of their lease with people who are looking for short-term lease agreements. Prospective buyers can search the listings for the exact vehicle they want, and then register for a nominal fee, allowing them to use Swapalease.com’s safe online system to contact the prospective seller and close the deal.