When comparing the first half (H1) of 2016 to the full year (FY) of 2015:
- Truck segments (SUV/CUV -2%; Truck -5%; Vans -3%) have actually decreased in shopping consideration through desktop and mobile searches when comparing activity in H1 2016 versus FY 2015
- Car segments (Sedans +4%; Sport cars +2%; Compact +2%; Coupe +2%; Performance +2%) have increased during the same time period
|
Body Style |
FY 2015 |
H1 2016 |
H1 2016 vs. FY 2015 |
| SUV/CUV |
34.2% |
33.7% |
-2% |
| Sedan |
24.3% |
25.2% |
4% |
| Sport |
14.1% |
14.4% |
2% |
| Truck |
9.3% |
8.8% |
-5% |
| Compact |
3.1% |
3.2% |
2% |
| Coupe |
2.9% |
3.0% |
2% |
| Luxury Exotic |
3.2% |
2.9% |
-8% |
| Van |
2.6% |
2.5% |
-3% |
| Performance |
2.4% |
2.5% |
2% |
| Hatchback/Wagon |
2.4% |
2.4% |
0% |
| Alternative Fuel (Not Trim OR OPTIONS) |
1.5% |
1.4% |
-4% |
But the trends look much different when comparing the same time periods in both years:
- All Truck segments (SUV/CUV, Truck, Vans) show growth
- Many of the high-volume car segments (Sedan, Compact, Coupe) are actually down, but sports cars, luxury exotics, and alternative fuels are up
|
Body Style |
H1 2015 |
H1 2016 |
H1 2016 vs. H1 2015 |
| SUV/CUV |
31.3% |
33.7% |
8% |
| Sedan |
29.1% |
25.2% |
-13% |
| Sport |
13.8% |
14.4% |
4% |
| Truck |
8.4% |
8.8% |
5% |
| Compact |
3.4% |
3.2% |
-5% |
| Coupe |
3.4% |
3.0% |
-14% |
| Luxury Exotic |
2.6% |
2.9% |
12% |
| Van |
2.4% |
2.5% |
3% |
| Performance |
1.8% |
2.5% |
38% |
| Hatchback/Wagon |
2.4% |
2.4% |
-3% |
| Alternative Fuel (Not Trim) |
1.4% |
1.4% |
6% |
“Although sales data may continue to show that trucks are outperforming cars in noticeable ways, it is very interesting to see that many car segments remain top-of-mind for consideration among desktop and mobile shoppers,” stated Libby Murad-Patel, Vice President of Strategic Insights and Analytics for Jumpstart. “This is important data for OEMs and dealers to recognize as they build their digital marketing strategies for the balance of 2016 and entering 2017, particularly as the new models come onto the lots.”
About the data:
- Body Style: Defined as the main body type (high-level)
- Vehicles in the Alternative Fuel segment are ONLY offered in a Hybrid or Electric, it’s not a drivetrain option (e.g. Chevy Volt, Nissan Leaf, Toyota Prius)
- Luxury Exotic includes brands/models from Ferrari, Lamborghini, etc.
- Performance includes Corvette, Camaro, Mercedes AMG, Mustang, etc.
About Jumpstart:
Jumpstart Automotive Group, 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, Road & Track, U.S. News Best Cars, J.D. Power Cars, NADAguides,Autoweek.com, Autobytel, Autolist, Daily News Autos, LeftLane, CarSoup, and CarBuzz. JumpstartAuto.com, @JumpstartAuto.
