By Gary S. Vasilash
Kelley Blue Book puts together an interesting study on what people are interested in by examining what they are searching for automotive-wise both on desktops and mobile.
For Q1 22 in the non-luxury space the number-one brand is Toyota, with 34% brand consideration. In Q4 21 it was Ford on top. They’ve switched places. Ford is at 32%. Chevy is on the rise because in Q4 it was at 25% but has risen by five percentage points.
What is somewhat sad is Fiat, which was at 0% in Q4 and is at 0% in Q1.
And just above it are Mitsubishi and MINI, both at 1%, which is where they were last quarter, too.
Perhaps people just know all they need to about those brands.
KBB slices, dices and rices data in various ways. Like looking at four categories: SUVs, Cars, Pickups, and Minivans.
The top SUV is the Honda CR-V (besting the Tahoe, Durango, RAV4 and Highlander).
The #1 car is the Honda Accord, edging out the Civic (sibling rivalry). The Camry, Charger and Challenger follow.
In Pickups it is the Silverado 1500, followed by the F-150, F-250/F-350/F-450, the Silverado 2500/3500 HD, and the Tacoma.
In Minivans it is the Sienna followed by the Odyssey, Pacifica, Pacifica Hybrid and Voyager.
Of those categories, 66% looked at SUVs, 37% Cars, 35% Pickups, and 5% Minivans.
Perhaps there is some life in Cars, although the considerations were down 31% in the last quarter and 33% in the last year, so clearly things aren’t moving in the right direction.
Another potentially encouraging sign for Cars is that in the top 10 models considered, there are three Cars on the list (Accord, Civic and Camry), which is the number of SUVs on the list (CR-V, Tahoe, Durango).
What are the top three factors driving consideration?
Durability/reliability is in the top spot, which is not a surprise, nor is the fact that Toyota is the one that takes it.
Second is safety, and while you might imagine that would be Volvo, Subaru is actually in that position.
And third is driving comfort. This is taken by Ram. Who would have thought that a pickup truck would win the comfort honors?