From Top Models to Cool Accessories: Autobytel’s MyRide.com Drives Consumer Interest and Tracks Hottest Automotive Trends
IRVINE & SAN FRANCISCO, Calif.--MyRide.com, the new online resource for consumers to research anything automotive from Internet pioneer Autobytel Inc., today reported key findings on what is driving consumer interest within the site. Ranging from top models to cool accessories, the results shed new light on what automotive consumers are most interested in, particularly before and after they enter the car-buying funnel.
Below is a snapshot of MyRide.com’s recent top consumer behaviors:(a)
Most Researched Vehicle at MyRide.com… Honda Civic
The Honda Civic is currently the most researched vehicle on MyRide.com. It's been a big year for the Civic on MyRide.com, considering the vehicle was among the top ten most requested vehicles overall in 2007, according to Autobytel/MyRide.com's Consumer Choice Awards. Given these turbulent economic times, a $3.00 plus gas prices, and Honda aggressively marketing themselves of late as ‘the most fuel efficient car company in America,’ it’s no wonder Honda’s affordable, fuel conscious sedan is seeing action at MyRide.com.
First Move When Landing at MyRide.com… Search for a Used Vehicle
When landing on the MyRide.com homepage, the first thing most consumers do is search for a used vehicle. While new vehicle sales in 2007 hit their lowest level since 1998, used sales have been running strong; in fact, used sales were up 6.4 percent in December 2007 over the previous year.1 MyRide.com contains millions of used vehicle listings, and considering recent offline sales trends and news regarding the economy, it makes sense that more and more consumers are considering a used vehicle for their next purchase.
Top Five Accessory Searches on MyRide.com… exhaust systems
During SEMA 2007, MyRide.com conducted a poll of online consumers and found that 71 percent typically research and shop for accessories online, either exclusively or in combination with visits to local retailers. Recent studies show that 51 million Internet users search online for auto parts each year; with tires and accessories the most popular search items.2 At MyRide.com, exhaust systems are the number one accessory search, followed by car alarms, performance parts, auto appearance accessories and tinted windows.
Celebrity Car Parade Enthralls Consumers
Since being added to MyRide.com earlier this year, Celebrity Car Parade has become a popular place to visit. The content comprises candid photos and humorous commentary highlighting some of today’s hottest celebrities and the cars they love to drive. Celebrity Car Parade has featured celebrities from Paris Hilton and Jeremy Piven to 50 Cent and Hayden Panettiere. Celebrity racecar driver and IndyCar Series owner, Patrick Dempsey (aka Dr. McDreamy) beat out Britney Spears as the most viewed celebrity on MyRide.com, even though Britney leads the pack as the celebrity with the most vehicle photos. On MyRide.com, you can see a myriad of Britney’s vehicles, including a Mercedes-Benz CLK350, Porsche 911, Jaguar XK Convertible, Mini Cooper Convertible, Cadillac Escalade, Audi A8, Range Rover, and a Mercedes-Benz SL65 AMG. For a celebrity who seems to want to avoid the spotlight, these head-turning vehicles aren’t really helping that cause.
The heavy interest in ‘automotive Britney’ comes as no surprise. In 2007, at Yahoo!, Britney was the #1 top search query of the entire year, not only beating out Paris—but far outpacing our political candidates in an election season—where no candidate made the top 10. And Britney ranked #3 in Google’s top news searches for 2007, right behind American Idol and YouTube.
Racing actors like Patrick Dempsey continue to fascinate Americans—consider legends Paul Newman, James Dean, James Garner, Steve McQueen, and now “Dr. McIndy” from Grey’s Anatomy, recently voted one of the sexiest men alive—is not only a heartthrob but a real enthusiast racer with a great line-up of cars.
MyRide.com Community Takes Flight
The MyRide.com Auto Community gives consumers unique opportunities to express themselves and their love of all things automotive through features such as original editorial and user-generated content, including video, photos, blogging and message boards. Below are some of the top rated community areas of the MyRide.com site:
Top Five Most Viewed Video on MyRide.com… HEMI Tricycle
MyRide.com offers a wide range of videos from the latest vehicle reviews to non-automotive subjects like footage of the recent Southern California fires. The current most viewed video was the Grand Prize winner of the Chrysler Group “What Can You HEMI?” contest in which inventors were asked to add a HEMI engine to day-to-day objects. The contest winner was a trike, designed with a custom 4-foot wheel and dragster wheelie bars. Hemi-fever, and the popularity of the ‘What Can You HEMI’ video at MyRide.com, may have been sparked of late by some bittersweetness from its enthusiasts who won’t be able to HEMI themselves in the future: rumors have been circulating that the HEMI will not be the automaker’s powertrain of the future.
Runner-ups to the popular HEMI video included Camaro Convertible Concept Test Drive, Review: 2007 Nissan Altima Hybrid, 2008 Infiniti G37, and the 2008 Audi R8.
Most Viewed Blog in the MyRide Community… 2009 Lexus RX Details by James Fabin
MyRide.com’s community blog area is where industry experts and non-experts can weigh on everything automotive from the newest vehicle spy photo to hot trends at past or upcoming auto shows. James Fabin’s very popular posting focused on the launch of the 2009 Lexus RX is generating thousands of views since posting. Driving the popularity of this blog is the unusual silence of any hard information around the all-new Lexus RX 350, even though the slated ‘on sale’ date is slated for early spring 2009. MyRide.com blogger James Fabin’s insider information received traction with hungry Lexus RX enthusiasts waiting for the new model. News of a longer model version, the inclusion of a 6-speed transmission, more power, a super-refined new interior, new LCD screen design generated lively posts.
Most Viewed Video in the MyRide Community… 2008 Hummer H3 Climbing Rocks
MyRide.com visitors can check out thousands of photos and videos ranging from user-generated movies to professional reviews and motorsports. Currently the most viewed video on the site is of a 2008 HUMMER H3 Alpha at Rock Garden in Aztec, New Mexico. The popularity of video on the Web is growing among car buyers, a recent J.D. Power Automotive Online Media Study showed that 54 percent of new-vehicle buyers reporting watching Web videos leading up to purchase, and according to Burst Media three out of five Americans view online video at least once a week. Most Hummer owners or enthusiasts have no real idea what their vehicle is actually capable of—and this video sheds some serious light.
Most Viewed Car review on MyRide.com… Chevrolet Camaro Convertible Concept
The Camaro Convertible Concept also scored big as the second most popular video on the MyRide.com site. In a recent MyRide poll, consumers were asked which of the new retro, 60’s-inspired, iconic new muscle cars they found most appealing and would be most likely to buy—and the new Camaro took the top slot, beating out the Mustang Bullitt and Dodge Challenger. Surprisingly the much-anticipated new Camaro didn’t make the auto show circuit in 2007-2008, keeping excitement high for a car expected to be in production within the next year. Online video of the model served as a ‘stand-in’ for a no-show at the auto shows.
(a) Snapshot includes consumer data taken from MyRide.com between August 2007 and January 2008.
1 CNW Research January 2008
2 Google Online Auto Parts/Services Conference 2007
About Autobytel Inc.
Since launching the first car-buying website in 1995, Autobytel Inc.’s mission has been to empower automotive consumers with the tools and information they need to make smart, well-informed vehicle purchasing and ownership decisions. The company has helped millions of car shoppers and generated billions of dollars in car sales for dealers. Today, the company’s innovative, consumer-driven flagship site, MyRide.com, expands the company’s mission across the automotive purchase and ownership life cycle to meet the wide-ranging auto-related needs and interests of today’s Internet-savvy automotive community. As the first vertical search experience for the automotive marketplace, MyRide.com delivers relevant, well-organized search results from across the web, integrated with entertaining multi-media and user-generated content on topics ranging from purchasing and aftermarket, to ownership and enthusiasm.
By providing a convenient and comprehensive automotive consumer experience across the purchase and ownership lifecycle, Autobytel provides new value and touch-points for automotive marketers. Through MyRide.com and Autobytel’s marketing network, the company connects dealerships with a steady, diverse stream of motivated, serious shoppers, while providing both dealers and manufacturers with precision-targeted brand and product marketing opportunities. The company's advanced web-based advertising and marketing programs also help dealers and manufacturers build relationships with customers, as well as help them to efficiently manage and convert online business.