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Jumpstart Automotive Media Path to Purchase Report: Subcompact SUVs/CUVs Fastest Growing Vehicle Segment

Jumpstart Automotive Media, a leading media, insights and marketing solutions company, released its monthly share of shopper interest data.

The report reveals that Subcompact SUVs and CUVs saw a 37% increase in interest across Jumpstart’s portfolio of sites in the first half of 2017 (H1 2017) when compared to the first half of 2016 (H2 2016).

Additionally, the Subcompact SUV/CUV segment ranked as the 11th most-shopped vehicle category in H1 2017, jumping from 22nd in H1 2016.

No other vehicle segment saw that much of a lift in this timeframe. Consumers researching and shopping for SUV/CUV models, such as the Honda HR-V, Mazda CX-3, and the newly launched Toyota C-HR (a top 10 most-shopped model on Jumpstart sites during June) drove much of this increase.

Toyota, Kia, and Honda were the top brands shopped on Jumpstart sites during H1 2017.

Toyota increased its brand share to 7.1%, (+15%) over H1 2016 on the strength of the Camry/C-HR and its Hybrid models. The Toyota Camry (+56%), Camry Hybrid (+84%), Highlander Hybrid (+65%) and C-HR (+728%) all saw significant gains in H1 2017 vs. H1 2016.

Kia raised its brand share to 3.1%, (+36%), primarily from its new 2017 hybrid Subcompact SUV Niro (launched in 2017). Kia's future model Stinger (that was revealed to public during this year’s auto shows), a redesigned Rio, and shopper interest in the Soul and Sorento models. While it still holds an overall small percentage of shopper interest across Jumpstart sites, Tesla grew its brand share to 1.0%, (+122%), with the Model X driving much of this growth (+224%).

“New and redesigned models will often win the attention of car and truck shoppers, especially when new styles, features, and performance are highlighted,” said Libby Murad-Patel, vice president marketing and strategic insights at Jumpstart. “That being said, we’re keeping a close eye on the Subcompact utility space, which offers a unique blend of versatility, comfort, value, and functionality that appeals to a wide range of consumers.”



Other Key Shopping Trends From the First Half of 2017

  • Honda CR-V was the 3rd most-shopped vehicle during H1 2017 after Ford F-150 (ranked 1st) and Ford Mustang (ranked 2nd)
  • Toyota Camry (redesign) share grew +56% from Q1 2016, making it one of the top 10 most-shopped vehicles H1 2017.
  • Ford Expedition (redesign) share grew +70% from Q1 2016, making it one of the top 25 most-shopped vehicles in H1 2017.
  • BMW 5-Series (redesign) share grew +83% from Q1 2016, making it one of the top 75
    shopped vehicles in H1 2017.
  • In June 2017, (launch vehicles) Toyota C-HR and Volkswagen Atlas had best months for share of interest:
    • C-HR cracked the top 10 most-shopped models, with a month-over-month interest growth of +179%
    • Atlas cracked the top 25 most-shopped models, with a month-over-month interest growth of +50%


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.



About Jumpstart

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 one of 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,, Autobytel,, Daily News Autos,, CarSoup, CarBuzz, and CarStory., @JumpstartAuto

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Tags: Advertising, Hearst Autos, Jumpstart, Jumpstart Automotive Media, Media, car shopper, data


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