Car-shopper interest in domestics rising

The 2018 Dodge Challenger SRT Demon. It is a popular model within the performance segment, which has seen notable shopper interest growth in the past month. Photo credit: Miro Vrlik Photography / Shutterstock.

Jumpstart Automotive Media’s newly released share of shopper interest data from last month shows strong gains among domestic OEMs such as Chevorlet and Dodge.

Chevrolet has passed Ford as the brand with the most shopper interest. The brand’s overall share of shopper interest increased to 8.9 percent in April, up from 8.7 percent the previous month, according to the company’s latest insights report.

Jumpstart said muscle car models such as the Dodge Challenger SRT Demon and the Chevrolet Camaro ZL1 led shopper interest in the performance segment, which jumped 15 percent last month.

“Interest can be attributed to organic research as well as editorial coverage from this year’s New York Auto Show where both vehicles were revealed,” Jumpstart said in a news release.

Up from sixth-most-shopped in March, the Camaro was the most-shopped vehicle on Jumpstart’s portfolio of websites last month. 

“It’s refreshing to see some American Classics such as Camaro and Challenger see heightened interest, especially as we head into warmer months where it’s a little more fun to drive with the windows down,” Jumpstart vice president of marketing and strategic insights Libby Murad-Patel said in a news release. “Aside from those classics, April was defined by several other entrants in the market helping to make a splash in their respective segments.”

Jumpstart said its data is based on the shopping patterns of more than 17 million in-market car shoppers who researching vehicles across its portfolio of automotive publishers.

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