SAN FRANCISCO----Nissan is battling for the best-selling midsize sedan spot this year -- a move the automaker's CEO Carlos Ghosn touted at the New York Auto Show in April -- hoping the Altima has what it takes to overcome longtime segment frontrunner Toyota Camry.
“Right now, Nissan and Toyota are battling for the number two spot in the midsize sedan segment”
To gauge how both automakers' marketing efforts are going, Jumpstart Automotive Group, a division of Hearst Magazines and a digital solutions partner for automotive publishers and advertisers, recently evaluated the behaviors of its audience of more than 14 million car shoppers, to reveal the top contender among online consumers so far this year.
Jumpstart analyzed Nissan Altima and Toyota Camry web traffic data, including unique user and page view volume, as well as sedan segment share of shoppers and cross-visitation statistics, to assess consumer intent for both vehicles across its network of 14 automotive shopping and enthusiast websites.
The Results
| Jumpstart Automotive Group Data | 2011 Monthly Average | 2012 Monthly Average | ||||||||
| Nissan Altima | Toyota Camry | Nissan Altima | Toyota Camry | |||||||
| Traffic Growth (Unique Users) | 14% | 27% | 49% | 29% | ||||||
| Share of Sedan Shopper Growth | -12% | 0% | 43% | 2% | ||||||
| Vehicle Sales Growth (Units)* | 17% | -6% | 21% | 41% | ||||||
Jumpstart Traffic Growth
- To date this year, Nissan Altima's average monthly unique users increased 49 percent compared to the same timeframe last year. In 2011, Altima's average unique users grew 14 percent over 2010.
- Toyota Camry's average monthly unique users have increased 29 percent so far this year compared to the same timeframe last year. Camry's 2011 average monthly unique users grew 27 percent over the year prior.
Jumpstart Share of Sedan Segment Growth
- Nissan Altima's average monthly share of shoppers in the sedan segment across Jumpstart's sites increased 16 percent so far this year. Altima currently represents a 5 percent share of shoppers, up from 4.3 percent at the end of 2011.
- Altima's share of Jumpstart sedan shoppers peaked in April 2012 at 5.9 percent, coinciding with the 2013 model launch.
- Toyota Camry represents a 6.2 percent share of Jumpstart sedan shoppers, up slightly from 6.1 percent in 2011 -- an increase of 2 percent to date.
Jumpstart Cross-Shopping Data
- In January 2012, approximately 28 percent of Nissan Altima consumers cross-shopped Toyota Camry, while 19 percent of Camry consumers cross-shopped Altima -- a difference of roughly 9.5 percent.
- In May 2012, the cross-shopping gap shrunk to a difference of only 1.5 percent. Nissan Altima consumers who cross-shopped Toyota Camry was 18 percent, while Camry consumers who cross-shopped Altima was 17 percent.
"Nissan is going toe-to-toe with Toyota right now to capture market share and come out on top," said Nick Matarazzo, Jumpstart's CEO. "Altima is making great strides this year with online car shoppers in our network. Even though sales of the Altima dipped in April, shopper interest across Jumpstart's sites did not. On the flipside, Toyota's revamped Camry SE is making inroads with a younger set of buyers -- the demographic with which Altima has traditionally resonated best."
Matarazzo points out that while Nissan is quickly closing the gap between the Altima and the Camry, Honda Accord still remains the sedan segment leader across Jumpstart's network, with a 7.3 percent average monthly share of Jumpstart sedan shoppers.
"Right now, Nissan and Toyota are battling for the number two spot in the midsize sedan segment," Matarazzo said. "And we've been keeping our eye on other contenders that are closing the ranks, like Ford Fusion, Hyundai Elantra and Sonata, and Kia Optima."
The Marketing Campaigns
Nissan Altima Highlights
- In June 2012, Nissan launched its largest ever marketing campaign for the 2013 Altima, with a heavy blend of broadcast, digital, print and out-of-home, including trendy 3D movie spots.
- Heavy incentives for outgoing 2012 models and the introduction of the 2013 Altima and related marketing drive prompted the best-ever Altima sales month this July, up nearly 25 percent from a year prior.
- The automaker is leaning on social media channels Twitter, YouTube, Facebook and Google with "Innovation Garage" and "Altima Experience" to reach its prime target of younger car buyers.
Toyota Camry Highlights
- In October 2011, Toyota launched the reinvented 2012 Camry with an aggressive marketing push in broadcast, print, digital, social media, out-of-home, drive events and multicultural campaigns.
- This year, Toyota Camry Super Bowl commercials netted an average 21 percent gain in share of shoppers across Jumpstart's network of automotive sites in the three weeks following the game.
- Toyota's redesigned Camry, particularly its sportier SE edition, has attracted a much younger set of car buyers (approximately nine years younger) helping to spur a Camry sales increase by almost 40 percent through July 2012.
