SAN FRANCISCO–Hurricanes Irma and Harvey have had different effects the automobile markets in Houston and Florida, but one thing is the same—consumer interest in mid-size pickups is strong following the storms.
Jumpstart Automotive Media looked at shopper interest trends three weeks after Hurricane Harvey and Irma and compared that with the three weeks before the storms:
Hurricane Harvey
- Automotive shopping in Houston declined -21% the week Hurricane Harvey made landfall, but has almost fully recovered in the three weeks after (vs. three weeks before)
- Pickup trucks have received a bounce in share of interest in the Houston post Hurricane Harvey (three weeks post vs. three weeks before):
- Midsize pickup truck (+26%)
- Heavy duty or 3/4 and 1-ton pickup 1-ton Pickup trucks (+11%)
- Full-size pickup trucks (+7%)
Hurricane Irma
- Automotive shopping recovery has been slower in Florida than Houston – largest decline in Ft. Myers and Naples
- Ft. Myers-Naples (-43%) for three weeks after compared to three weeks before
- Tampa Bay (-28%)
- Miami, Orlando and Jacksonville (-25%)
- Trucks also saw a gain in shopper interest post Hurricane Irma – led by midsize pickup trucks
- Share of interest growth for midsize pickup trucks +21%
- +14% share of interest growth for “heavy duty” 3/4 and 1-ton pickup 1-ton pickup trucks
- Full-size pickups +3%
- Miami (+26%)
- Tampa Bay (+21%)
- Orlando (+20%)
- Ft. Myers-Naples (+20%)
- Jacksonville (+13)
“Growth in interest for midsize pickup trucks in Houston and Miami (post-hurricane) makes sense since these trucks are more compatible with an urban lifestyle, as well as offering the necessary comfort, space, versatility and features today’s shopper looks for,” said Colin Thomas, senior analyst, strategic insights for Jumpstart.