Jumpstart Automotive Group: Domestic Auto Brands Make Serious Headway with Online Auto Shoppers in Q1


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SAN FRANCISCO--May 10, 2013: The Big Three scored big with online auto shoppers in the first quarter of 2013, according to a new report published by the digital automotive marketing and advertising experts at Jumpstart Automotive Group.

“So far this year, there have been quite a few success stories among domestic auto brands”

Through the lens of a dozen diverse automotive digital publishers--household names in the automotive industry that include Car and Driver, U.S. News Automotive, JD Power Autos, and NADAguides--Jumpstart's quarterly report highlights the vehicle segments, makes, and models that captured the largest share of online auto shoppers.

“So far this year, there have been quite a few success stories among domestic auto brands," said Libby Murad-Patel, Jumpstart's Senior Director of Strategic Insights. “The industry is changing, driven by a younger, less brand-loyal segment of car buyers who spend more time online shopping comparable makes and models. Automakers, particularly the domestic brands, have turned up the volume on quality, affordability, reliability, and technology, which is leveling out the playing field in segments typically dominated by imports."

Here are the highlights from Jumpstart Automotive Group's Q1 Shopping Report. Numbers reported below are represented as a percentage of share of online shoppers across Jumpstart's portfolio of 12 automotive digital publishers.

Luxury Highlights

  • Luxury Sedan shoppers now represent 29% of all Sedan shoppers, up a full point from 2012--and an increase of nearly 4%
  • The recently launched Cadillac ATS has quickly moved its way into the Top 10--grabbing almost a 5% share of the Luxury Sedan segment since its release in late Summer 2012
  • Luxury CUVs now represent 41% of all CUVs on Jumpstart sites, growing 8% from 2012
  • With an increase of 62%, Chevrolet Corvette grabbed the number one spot in total shopper share of all vehicles across Jumpstart's portfolio of sites
  • Cadillac Escalade held tight to the number one Luxury SUV spot, increasing 17% in share of Luxury SUV shoppers

Sedan Highlights

Make Model CY 2012 Q1 2013
Honda Accord 7.7% 7.3%
Ford Focus 6.4% 7.0%
Honda Civic 6.1% 6.1%
Toyota Camry 5.8% 6.1%
Nissan Altima 5.1% 5.1%
  • Ford Focus was the only Sedan in the Top 3 to increase its share of Jumpstart shoppers
  • Chevrolet experienced the greatest positive movement in the Sedan segment in Q1 with the Impala gaining 17% in share and the Malibu gaining 23% in share
  • The Nissan Leaf, new to the Top 10, has nearly 3% share of alternative fuel vehicles

SUV Highlights

Make Model CY 2012 Q1 2013
Ford Escape 11.1% 11.2%
Ford Explorer 7.4% 9.0%
Jeep Wrangler 6.5% 6.7%
Toyota RAV4 7.6% 6.6%
Jeep Grand Cherokee 5.5% 6.3%
  • Jeep now has three SUVs--Wrangler, Grand Cherokee, and Liberty in the Top 10 with a combined share of nearly 17%
  • Ford secured the Top 2 SUV spots with its Escape and Explorer
  • Chevrolet Tahoe saw the biggest increase in SUV share of shoppers (+61%) of all vehicles in this segment
  • Subaru Forester had a 40% growth in the SUV category, increasing Subaru's share of shoppers across Jumpstart shoppers overall

CUV Highlights

Make Model CY 2012 Q1 2013
Chevrolet Equinox 11.9% 11.3%
Hyundai Santa Fe 5.8% 9.4%
Ford Edge 8.7% 9.0%
Toyota RAV4 7.6% 6.6%
Jeep Grand Cherokee 5.5% 6.3%
  • Chevrolet Equinox maintained the top spot in the CUV segment with more than an 11% share
  • In line with Jumpstart's prediction last year that the gap between the Edge and the Equinox would continue to diminish as the Edge attracted new (and repeat) buyers, Ford Edge nabbed a larger CUV market share in Q1 compared to its 2012 average

More Q1 Highlights:

  • In the Alternative Fuel segment, Ford C-MAX grew 108% in share, catapulting it three spots on the Top 10 list ahead of Toyota Highlander Hybrid and Honda CR-Z
  • Ford F-150 grew 31% in share last quarter, jumping four spots to the number three position in total shopper share
  • With a 32% increase in share, Ford Explorer made its way to the Top 10 for the first time ever

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