Midsize And Full-size Sedans Starting To See Growth In Shopper Interest During February
San Francisco, CA—March 27, 2018 – Jumpstart Automotive Media, a leading media, insights, and marketing solutions company, today released its monthly shopper interest data results, with sedans representing four of the top-five fastest growing models for shopper interest in February. Mazda and Kia each saw strong interest, and sedans in both the midsize and full-size segments saw significant growth during the month.
Shopper interest in midsize sedans on both the luxury and non-luxury sides grew 10% compared to January, while sales were even stronger (non-luxury +22%, and luxury +18%). Interestingly enough, the percentage of midsize sedan shoppers that were cross-shopping between non-luxury and luxury grew 15% in this period.
Full-size sedans reached the highest level of interest in February that the segment has seen since January 2016, marking three consecutive months of growth (sales grew 33% in February). Jumpstart experts point to variety-rich features and characteristics offered in full-size sedans. Appealing to virtually all demographics and age groups, they offer diversity with a touch of luxury, versatility, value and performance, as pointed out by Car and Driver reviews of cars such as the Nissan Maxima, Chrysler 300 Limited, and Dodge Charger.
On a brand level, interest in Mazda grew 12% on Jumpstart sites, the most among the top 15 brands, with the Mazda6 and CX-9 as the biggest drivers of growth. The Mazda6 was up 59% in the midsize sedan segment, and the CX-9 was up 58% in the midsize SUV/CUV segment. Shoppers have pointed to improvements in the performance and handling of these vehicles as reasons for their interest.
Kia also had a strong month in February, seeing the second-highest growth (10%) among the top 15 brands. Jumpstart experts believe much of this growth is attributed to continued excitement for the Kia Stinger following its launch and successful Super Bowl commercial in early February. The Stinger’s share of the entry luxury sedan segment was up 26%, and it ranked as the top entry luxury sedan in February, ahead of the BMW 3-Series.
Performance as an element of appeal was a key feature that helped shape the Stinger’s Super Bowl spot. Vehicle performance has also been a huge focus for the Mazda brand, and the refresh of the Mazda6 in particular, helping it to stand apart from the standard family sedan. What’s more, performance ranked as one of the top must-haves among respondents in Jumpstart’s latest shopper interest study, due out next month. Click here to see previous reports and insights.
“The entire make-up of today’s sedan is drastically different than what it was years ago, as manufacturers build aggressive style and performance into these vehicles that appeal to car lovers,” said Brian Miller, senior analyst, strategic insights for Jumpstart. “We’re seeing a shift where trucks and utility vehicles have become the family car, and sedans now have the runway to be performance-rich vehicles that appeal to shoppers who want a specific experience out of their ride.”
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 17 million in-market auto shoppers who are researching vehicles across the company’s portfolio of automotive publishers.
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.
Author: Digital Dealer
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