Jumpstart Automotive Media Path to Purchase Insights: How the Recent LA Auto Show Illustrates the New Way Shows Cater to Car Shoppers
San Francisco — December 20, 2017 — Jumpstart Automotive Media, a leading media, insights, and marketing solutions company, released new data showing the impact that auto shows’ changed approach is having on car shopping.
Today’s auto shows are less about concept cars that rarely make it to mass production, and more about showcasing technology and innovation found in cars that are available to consumers.
Jumpstart recently analyzed several popular vehicles on display at the LA Auto Show, and studied consumer shopping and interest patterns for each vehicle following the show.
Among debut vehicles or a debut vehicles’ corresponding base models, Jumpstart found a handful of vehicles that had a significant lift in share of shopper interest from October to November. Each vehicle is either already for sale, or about to be made available for sale.
- Jaguar XJR +195%
- Infiniti QX50 +142%
- Chevrolet Corvette +113%
- Subaru Ascent +107%
- Lincoln MKC +99%
- Mercedes CLS-Class Coupe +94%
- Hyundai Kona +79%
- Mazda6 +63%
- Jeep Wrangler +52%
Changing car show culture
Over the past few years, auto shows such as the LA Auto Show have been less about the wonders of maybe and more about bringing to life the innovations found in today’s showroom vehicles. Automakers are now using auto shows as a platform to educate and excite consumers and shoppers about the innovation found in today’s vehicles.
This strategy is compounded by the fact that show audiences are no longer isolated to those physically in attendance, but also the millions of people who can now gain digital access to shows, their vehicle unveilings, and overall show content. These shows are now catering to the American car-buying consumer, who has become research hungry on the vehicles they’re interested in before making a purchase decision.
“People are less interested in cars they’ll rarely drive and are more interested in attainable technology and options at auto shows today,” said Colin Thomas, senior analyst, strategic insights for Jumpstart. “The trends we’re now seeing tied in with these shows also speaks to the role of third-party sites, which are supporting Tier 3 dealer audiences in translating consumer interest with transaction opportunities in local showrooms. We’re clearly seeing more of a buyer-ready mentality rather than a dreamer mentality.”
Jumpstart’s Path to Purchase 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.
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 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, CarStory, and VehicleHistory.com. JumpstartAuto.com, @JumpstartAuto