Latest Auto Brand Shopping Highlights - What Consumers Are Looking At

Following are the latest brand shopping insights from Jumpstart Automotive Media, which tracks millions of consumer shopping patterns each month. Here are some interesting data points from their most recent report:

  • Subaru had the most July growth in brand interest (+9%) compared with June among top 10 brands, now ranking 9th. The Crosstrek contributed to its growth (+18% in the Subcompact SUV/CUV segment) and the Ascent is gaining interest (new launch) with 31% growth compared to June in the midsize SUV/CUV segment.
  • Honda leapfrogged Toyota and now ranks third in brand share of interest; Although Honda had modest growth, this was more due to a decline in Toyota’s share driven by launches in key competitive segments.

Which Subcompact Utilities Saw the Most Growth in July?

 

 

SUBCOMPACT SUV/CUV SEGMENT

 

 

 

July 2018 vs. Last Month and Last Year

 

 

 

 

 

 

 

 

Share Of Shoppers (Jul-18)

vs. Last Month (Jun-18)

vs. Last Year (Jul-17)

Subaru Crosstrek

14.7%

1%

18%

Honda HR-V

13.5%

5%

-9%

Hyundai Kona

11.7%

-11%

5835%

Jeep Renegade

9.5%

2%

-3%

Nissan Kicks

8.9%

167%

N/A

Mazda CX-3

7.3%

-11%

-21%

Buick Encore

6.5%

0%

-3%

Kia Niro Hybrid

6.1%

-6%

-29%

Chevrolet Trax

5.5%

-4%

0%

Ford EcoSport

4.9%

-23%

773%

Toyota C-HR

3.6%

-34%

-82%

Nissan Rogue Sport

2.7%

1%

-25%

Nissan Juke

2.2%

12%

-46%

Mitsubishi Outlander Sport

1.6%

-9%

-19%

FIAT 500X

1.3%

-16%

-38%

Kia Niro Plug-In Hybrid

0.1%

-15%

716%

 

"July's share of shopper interest reports show the highly competitive nature in specific utility segments such as subcompacts," said Aline Hilsabeck, senior director of strategic insights and analytics at Jumpstart. "We're seeing a diverse set of shoppers research across smaller utilities and crossovers, and much of the spike in this interest stems from new entries. In an already popular segment, there’s even more excitement being driven by launch campaigns that are grabbing attention across all media formats."

 

Jumpstart’s Path to Purchase 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 20 million in-market auto shoppers who are researching vehicles across the company’s portfolio of automotive publishers. Click here to see the latest Insights Book.

 

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 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, CarStory, and VehicleHistory.com.

 

JumpstartAuto.com, @JumpstartAuto

###

 

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