Hurricane vehicle replacements, increased advertising drive rise in truck interest

The 2018 Ford F-150. Recent data from Jumpstart shows the model saw shopper interest increase by 27 percent compared to last October. Photo courtesy of Ford.
SAN FRANCISCO - 

Jumpstart Automotive Media’s latest path to purchase report released Tuesday shows that last month, month-over-month shopper interest was up 14 percent for full-size pickups and 11 percent for three-quarter-ton and 1-ton pickup trucks.

In addition to advertising that typically spotlights trucks during sporting events such as football games and the World Series, Jumpstart suggests that shopper interest in trucks this October was particularly strong due to remaining vehicle replacement activity stemming from hurricane Harvey and Irma damage.

“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,” Jumpstart senior analyst of strategic insights Colin Thomas said in a news release. “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.”

Among trucks, full-size pickup trucks and both three-quarter-ton and 1-ton pickups had the highest share of shopper interest in October.

Full-size pickup trucks and 3/4 and 1-ton pickups saw interest increases of 4.8 percent and 1.8 percent, respectively, compared to the rest of the year.

The Ford F-150 and Chevrolet Silverado led October’s truck interest with increases of 27 percent and 13 percent, respectively, compared to last year.

Larger trucks such as the Ford F-250 Super Duty and RAM 2500 both had month-over-month growth in interest of 22 percent.

Additionally, October was also the fourth consecutive month that share of interest declined for the subcompact SUVs/CUVs segment, which has seen a shopper interest decreased 29 percent since June.

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