Photo: Honda Motor Co.
SAN FRANCISCO — Entry luxury sedans have experienced a recent surge in shopper interest, at least across Jumpstart Automotive Media’s portfolio of automotive websites.
The media, insights and marketing solutions provider reported that the share of interest for entry luxury sedans increased 9% from a year ago. However, with similar segments like midsize and midsize luxury sedans also drawing interest, loyalty for entry luxury sedans fell has fallen 9% from a year ago.
“As interest grows in this segment, there’s also competition from other cross-shopped segments that is diminishing loyalty for entry luxury sedan shoppers,” said Aline Hilsabeck, senior director, strategic insights & analytics at Jumpstart, adding that loyalty for entry luxury sedans fell four 4% from the first to second quarters.
The firm pointed to the bevy of new vehicles and model options in those segments as the reason for the drop in loyalty. New model reveals, such as the Honda Accord, are generating renewed excitement for the midsize sedan category, which was once arguably the most popular segment for shoppers before SUVs and Crossovers lured more of the American shopper interest.
Midsize sedans also have the highest number of hybrid models, which are also drawing consumer interest. According to the firm, midsize sedans registered shopper growth of 37% on a year-over-year basis across its automotive websites.
“All the varying vehicle sizes, as well as alternate fuel options, are giving today’s shoppers a tremendous amount of options to choose from,” Hilsabeck said. “This certainly explains why there is a lot of interest for entry luxury, but why it’s also seeing some of the biggest increases in cross-shopping today.”