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Jumpstart Automotive Media, a leading media, insights, and marketing solutions company, today released its share of shopper interest data for the month of April, showing strong gains among domestic OEMs, and that Chevrolet passed Ford as the brand with the most shopper interest during the month (8.9%).
Chevy Gains Top Spot; Other Brands Gain Momentum
During April, Chevrolet’s share of shopper interest increased to 8.9%, up from 8.7% the previous month, surpassing Ford as the top brand for the month. Dodge also saw +11% growth, moving into the sixth spot; Jeep saw +7% growth, moving into the seventh spot; and Mercedes-Benz increased +2%, moving into the ninth spot.
Interest In Muscle Cars Grows
April channeled its inner-1970s, with a handful of muscle cars seeing growth among all segments. Led by the Dodge Challenger SRT Demon and Chevrolet Camaro ZL1, shopper interest in performance cars jumped +15% for the month. In fact, the Camaro was the number-one shopped vehicle on Jumpstart’s portfolio of websites in April (up from sixth-most shopped in March). Interest can be attributed to organic research as well as editorial coverage from this year’s New York Auto Show (where both vehicles were revealed).
Only the Alternate Fuel segment, which is smaller overall than the performance segment (+15%), registered more monthly growth (+19%). Segments seeing the largest drop in share of shopper interest include the Coupe (-11%), Luxury Sport Premium (-10%), and the Midsize Luxury SUV/CUV (-10%).
Volkswagen Interest Jumps For New SUV/CUV
The new third-row Volkswagen Atlas made the top-10 in the Midsize SUV/CUV segment, up five spots from the previous month. The SUV has been said to have an imposing presence and bold character for its styling1, and its “Luv Bug” television ad in April most likely aided in searches on the vehicle.
Jumpstart’s Share Of Shopper Interest Reports
Jumpstart analyzes share of shopper interest regularly to gain insight into what consumers are considering when researching their next vehicle purchase, as well as how long it takes them to make a decision and how media influences their shopping process. These insights are based on the shopping patterns of more than 17 million in-market auto shoppers who are researching vehicles across the company’s portfolio of automotive publishers.
“It’s refreshing to see some American Classics such as Camaro and Challenger see heightened interest, especially as we head into warmer months where it’s a little more fun to drive with the windows down,” said Libby Murad-Patel, vice president marketing & strategic insights for Jumpstart. “Aside from those classics, April was defined by several other entrants in the market helping to make a splash in their respective segments.”
Jumpstart Automotive Media, a division of Hearst Autos, offers high-impact and performance-driven marketing and advertising solutions that achieve optimum results. An industry thought-leader known for its in-depth shopping reports, Jumpstart connects automotive marketers with the largest, high-performing audience of car shoppers and enthusiasts through partnerships with: Car and Driver, U.S. News Best Cars, J.D. Power Cars, NADAguides, Autoweek.com, Autobytel, Autolist.com, Daily News Autos, LeftLaneNews.com, CarSoup, CarBuzz, and CarStory.