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Jumpstart Automotive Reports: Consumers Are Shopping for Pickup Trucks Again


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2014 GMC Sierra

SAN FRANCISCO--July 17, 2013: A new report by Jumpstart Automotive Group reveals a surge in pickup truck interest among online auto shoppers. Analyzing shopping trends across its portfolio of sites--household names in the automotive industry that include Car and Driver, U.S. News Automotive, JD Power Autos, and NADAguides--Jumpstart found that consumer interest increased 23% and 5% respectively for large and small pickup trucks in the first five months of 2013. This is the first increase the small truck segment has seen since 2008.

“It's great to see a resurgence in consumer interest in both big and small trucks”

"It's great to see a resurgence in consumer interest in both big and small trucks," said Libby Murad-Patel, Jumpstart's senior director of strategic insights. "A major construction boom, growing small business sectors, and companies replacing aging fleets are all contributing to the increases we're seeing right now. Comparing Jumpstart audience data to recently reported large truck sales increases at Ford, General Motors, and Chrysler, Murad-Patel added, "Online shopping behavior is an excellent sales barometer since a majority of new car buyers (nearly 80%) turn to the Internet to research their vehicle purchase."

Here's a look at some of Jumpstart Automotive Group's online shopping trends for small and large pickup trucks.

  • Large pickup truck interest grew from 4.3% in 2012 to 5.2% in January -- May 2013 and small pickup truck interest grew from 2.3% in 2012 to 2.4% in January -- May 2013
  • From January -- May 2013, increased consumer interest for the Ford F-150 primarily came from domestic SUV and sedan shoppers
  • Despite production of both the Chevrolet Colorado and the GMC Canyon ending in 2012, the compact trucks enjoyed a 17% and 16% increase in interest, respectively
  • Tacoma, which currently holds a 33% share of small pickup consumer interest (a 16% increase from 2012) has dominated consumer interest across Jumpstart's sites from 2012 through May 2013

Jumpstart measured the share of shopping (increases and decreases in consumer interest) by comparing the percent of people visiting make and model pages in the first five months of 2013 (January -- May) with those from 2012. Here are the Top 3 most popularly researched small pickup trucks across Jumpstart's portfolio of sites:

  • Toyota Tacoma experienced a 16% increase in January -- May 2013
  • While Ford Ranger is no longer in production, consumers researched the last model across Jumpstart's portfolio of sites and the Ranger had a 5% increase in interest
  • Nissan Frontier enjoyed a 2% increase in consumer interest, moving it ahead of the Dodge Dakota, which is at number five

To get more perspective on pickup truck shopping behavior, visit: Pick Up Trucks