Jumpstart Automotive Media, a leading media, insights, and marketing solutions company, today released its share of shopper interest data for the month of May. The report reveals that shopper interest across all luxury SUV/CUV segments is up 2% from April. The report also shows that loyalty to midsize sedans is strong (49% of midsize sedan shoppers are exclusively looking at vehicles in this category) and interest in midsize sedans across Jumpstart’s portfolio of sites is up for the second consecutive month (+4% in April and May). 

“As shopper interest in SUVs and CUVs has grown exponentially over the past few years, luxury auto brands have been expanding their lineups to include more size, feature, and pricepoint options. And we’re seeing that these brands are now experiencing broad audience appeal,” said Libby Murad-Patel, vice president marketing & strategic insights for Jumpstart. “We are also interested to see that midsize sedans—a segment that had the fifth largest loyalty decrease in 2015 – 2016 (-11%)— has seen loyalty grow every month this year. As loyalty continues to be a challenge,  especially amidst the growth in SUV and CUV options, this is impressive.”

Other Notable Segment & Model Growth Trends in May

• Subcompact SUV/CUV (+15%): Driven by the Ford EcoSport, Nissan Rogue Sport, and Toyota C-HR
• Minivan (+13%): Driven by Chrysler Pacifica Hybrid and Honda Odyssey interest
• Toyota gained 6% share in May and held its rank of 3^rd most-shopped brand on Jumpstart sites (behind Ford and Chevrolet)

• Toyota saw success among some of its core models as well as a few of its newer models and the former Scion nameplates:
  • Toyota Camry (+8%, rank 17): Jumped 2 spots
  • Toyota RAV4 (+16%, rank 32): Jumped 22 spots
  • Toyota Corolla (+15%, rank 55): Jumped 25 spots
  • Toyota C-HR (+89%, rank 104): Jumped 106 spots
  • Toyota 86 (+41%, rank 136): Jumped 57 spots
  • Toyota Yaris iA (+19%, rank 248): Jumped 24
• Mazda also gained 6% share in May, and held its rank at 8^th of all brands shopped on Jumpstart sites with most of its models seeing growth:
• Mazda CX-5 (+7%, rank 13): Jumped 4 spots
• Mazda MX-5 Miata (+18%, rank 14): Jumped 7 spots
• Mazda CX-9 (+20%, rank 26): Jumped 11 spots
• Mazda 6 (+17%, rank 77): Jumped 28 spots
• Mazda CX-3 (+4%, rank 85): Jumped 10 spots

Jumpstart’s Share of Shopper Interest Reports

Jumpstart analyzes share of shopper interest regularly to gain insight into what consumers are considering when researching their next vehicle purchase, as well as how long it takes them to make a decision and how media influences their shopping process. These insights are based on the shopping patterns of more than 17 million in-market auto shoppers who are researching vehicles across the company’s portfolio of automotive publishers.

About Jumpstart

Jumpstart Automotive Media, a division of Hearst Autos, offers high-impact and performance-driven marketing and advertising solutions that achieve optimum results. An industry thought-leader known for its in-depth shopping reports, Jumpstart connects automotive marketers with one of the largest, high-performing audience of car shoppers and enthusiasts through partnerships with: Car and Driver, U.S. News Best Cars, J.D. Power Cars, NADAguides, Autoweek.com, Autobytel, Autolist.com, Daily News Autos, LeftLaneNews.com, CarSoup, CarBuzz, and CarStory.