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Truck Month: Pickups Roll Over SUVs, CUVs

November 29, 2017

The Ford F-150 enjoyed a 27% increase in shopper interest in October, helping to spark a run on pickup VDPs during “Truck Month,” according to the latest report from Jumpstart Automotive Media. Photo courtesy Ford Motor Co.
The Ford F-150 enjoyed a 27% increase in shopper interest in October, helping to spark a run on pickup VDPs during “Truck Month,” according to the latest report from Jumpstart Automotive Media. Photo courtesy Ford Motor Co.

SAN FRANCISCO — Jumpstart Automotive Media’s most recent path to purchase report includes 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 ¾- and 1-ton pickups.

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.

Interest in trucks this October was particularly strong due to continued post-Hurricane Harvey and Irma vehicle-replacement activity. According to Jumpstart, Ford F-150 and Chevrolet Silverado led that interest with increases of 27% and 13%, respectively compared to October 2016.

For larger trucks, the Ford F-250 Super Duty and RAM 2500 each had month-over-month growth in interest (22%), helping drive overall growth for the full-size pickup segment. Full-size, ¾- 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.

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.

“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.”

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