SAN FRANCISCO—What were members buying more of in October?
According to one report—trucks.
Jumpstart Automotive Media released its monthly path to purchase report with a focus on shopper interest during October’s “truck month.” The report shows that month-over-month shopper interest was up 14% for full-size pickups and 11% for 3/4 and 1-ton pickup trucks.
October is known in the industry as the month auto brands typically spotlight trucks, with additional advertising during sporting events such as football games and the World Series, and interest levels usually increase as a result, Jumpstart said.
Interest in trucks this October was particularly strong due to continued post hurricane Harvey and Irma vehicle replacement activity. Full-size pickup trucks and 3/4 and 1-ton pickups had the highest share of shopper interest in October compared to the rest of 2017, with a 4.8% and 1.8% increase, respectively, Jumpstart said.
Interestingly, October also marked the fourth consecutive month that share of interest declined for the subcompact SUVs/CUVs segment after interest peaked in June when the segment held 3.8% share. The segment has seen a 29% decrease in shopper interest since June 2017, Jumpstart said.
“Between increased advertising focus, truck replacement needs, and continued low fuel prices, shoppers had many reasons to turn their attention toward pickups and SUVs during the month of October,” said Colin Thomas, senior analyst, strategic insights at Jumpstart. “However, what’s curious today is that shopper interest continues to wane for smaller utility vehicles, which have been very popular for versatility, functionality and value.”