Kelley Blue Book 87 Honda Big Red 250
Commentary & Voices
Q4 2020 Kelley Bluish Book Brand Watch Report: Hey, Bottom-for-Cars, Are We There Nonetheless?
Th February iv, 2021
Commodity Highlights
- Shopping consideration for pickups surpasses machine shopping for the kickoff time.
- Elevation 10 most-shopped list includes no cars for the outset time.
- Subaru moved toward dominating the most important factors to consumers.
Shopping consideration for pickup trucks overtook shopping consideration for cars during 2020's fourth quarter, a showtime in the history of the Kelley Blue Book Brand Picket Written report. SUV shopping reigned supreme.
The Make Watch Written report is a consumer perception survey that as well weaves in shopping behavior to determine how a make or model stacks up with its segment competitors on a dozen factors key to a consumer'south buying decision. Kelley Bluish Book produces separate Make Watch reports for non-luxury and luxury brands each quarter.
Pickup truck consideration surpassing auto consideration was due to the falloff of cars more than the ascent of trucks, according to the Q4 2020 Kelley Blue Volume Brand Watch Report for not-luxury vehicles. Shopping consideration for cars has been on the reject for five years. In Q4 2020, a scant 31% of all non-luxury shoppers considered a car. Sales also savage, with car market share falling to an best low of 23.v% in Q4 2020 and closing the year at 24.4%.
Not a unmarried machine fabricated the Elevation 10 most-shopped vehicles list in Q4 2020 for the showtime time. Instead, half were pickup trucks with two models making their debut on the list. The residual were SUVs.
Trucks pick upward steam
Shopping consideration for pickup trucks has been rising for a few years. In the latest Cox Automotive Car Buyer Journey study, 28% of truck buyers replaced a truck that was over ten years old compared with xx% of SUV buyers and 21% for car and minivan buyers.
A record 35% of all non-luxury vehicle shoppers in the second quarter of 2020 considered a pickup truck, lured by pandemic-induced incentives, nearly notably 0% financing. Truck consideration so took a slight breather in Q3 2020 but picked up steam over again in Q4 2020. Truck shopping converted into sales as the market share for trucks rose to 19.9% of all sales in the fourth quarter and closed the twelvemonth at twenty.two%.
New entries likely will go on to buoy sales. The redesigned Ford F-150 is but hitting the marketplace. Nissan launches a new Borderland this year. Ford and Hyundai are expected to curl out meaty pickups. And there's a host of EV pickup trucks headed to the market likewise.
Making their debut on the Summit 10 nigh-shopped list were the GMC Sierra and Toyota Tacoma. The full-size Sierra climbed 3 spots to No. 9, thanks to a 22% gain in shopping consideration. Its Q4 sales rose fourteen%. The GMC's sibling, the Chevrolet Silverado 1500, retained its No. 4 position with an 8% ascension in shopping consideration; its sales rose x% in the quarter. Tacoma, the all-time-selling midsize truck for 14 years, jumped five places to No. six with a 20% surge in shopping consideration.
The Ford F-150 remained the No. 1 considered non-luxury model for the fourth straight quarter and, of course, the almost-shopped pickup truck. However, the F-150'due south shopping consideration fell 10% in Q4 2020 as it began rolling out the completely revamped model, a seemingly slow launch. F-Series fell 15% in the quarter.
Shopping for the larger F-Series pickups – F-250, F-350, F-450 – picked upward steam, growing 17% and pushing them to No. 5 amid most-considered vehicles.
A year agone, the big story was Ram, when its sales surged in the 2d half of 2020 to vanquish Chevrolet Silverado for the twelvemonth. In Kelley Blue Book Brand Lookout man, Ram'south shopping consideration and consumer perception soared. But it appears that operation was temporary. Ram cruel back behind Silverado in sales and has settled back down to beingness No. 12 in consideration with just 6% of all consumers shopping the brand.
Japanese, sports cars boss
Toyota and Honda insist they remain solidly committed to cars. To that end, Honda but launched a brand new Civic. Still, the Honda Accord tumbled from the Top 10 most-shopped list in Q4 2020, leaving no cars on the list.
Among the Superlative 5 most-shopped cars, the Chevrolet Corvette popped onto the list. The sports car was recently redesigned but has been plagued with production issues and supply concatenation disruptions throughout the pandemic. Regardless, it still did well in sales compared to 2019 and should perform even meliorate in 2021 once production is ramped up. The Toyota Corolla fell off the Top five list, leaving the usual suspects – Toyota Camry, Honda Civic and Ford Mustang – to round out the listing.
SUVs rule
Shopping consideration for SUVs overwhelmingly leads all vehicle segments, driven largely by interest in midsize and compact SUVs, now the No. 1 and No. 2 acknowledged vehicle segments. Of all shoppers in the quarter, 63% considered an SUV, down a bit from a twelvemonth before and the third quarter when it was at 65%.
Of the most-shopped not-luxury vehicles, 3 spots were occupied by compact SUVs. The Honda CR-V held onto the No. 2 spot, fifty-fifty though consideration was down by 16%, and Toyota RAV4 stayed at No. 3, with shopping consideration up iii%. The Subaru Forester tied for No. 10. The rest of the Top x list was rounded out past the midsize SUVs: Ford Explorer, No. vii; Subaru Outback, No. viii; and Toyota Highlander, tied for No. x.
Minivans concord steady
Shopping consideration for minivans held steady at 5% of all shoppers – where it has been for the past iv quarters, sliding from 7% in 2018.
The Toyota Sienna was the nearly-shopped minivan. At the cease of the quarter, Toyota introduced a totally redesigned Sienna, available only as a hybrid. The Chrysler Pacifica hybrid popped onto the Top 5 listing of minivans. The non-hybrid Pacifica, Honda Odyssey and Contrivance Grand Caravan, which is beingness discontinued, rounded out the listing. The Kia Sedona, which is scheduled for a redesign this year to give it a more SUV flavor, savage off the Top five list.
Toyota is tops; Chevrolet passes Honda
Toyota remained the nigh-shopped make in the Q4 2020 Kelley Blue Book Brand Scout not-luxury report. However, its shopping consideration slipped. Of all shoppers, 34% considered a Toyota, down from 36% in the previous quarter. The RAV4 and Tacoma saw gains in shopping consideration. The Highlander saw a large drop of 15%.
Ford maintained the No. two spot with 31% of consumers considering the brand. Despite the steep turn down in F-150 consideration, the bigger F-Serial trucks made upwardly for it. Ford could be in line for further gains in consideration as it launches a host of new models in 2021, starting with the redesigned F-150, the all-new Mustang Mach-East, and afterwards in the year, the Bronco, which follows up the Bronco Sport that rolled out final year.
Chevrolet overtook Honda equally the third-almost shopped make in the quarter. The two brands have jostled positions for about ii years. In the latest quarter, Chevrolet climbed to 26% shopping consideration from 25%. Honda slipped from 25% to 23%.
Subaru took the No. 5 spot, with xv% of consumers considering the brand, a slight decrease from the previous quarter.
Fiat Chrysler brands, now part of a newly merged visitor with PSA Grouping (Peugeot) called Stellantis, fell or were flat in shopping consideration. None of the Fiat Chrysler brands showed a gain. Jeep, virtually notably, dropped from No. 6 nearly-shopped a year ago, with thirteen% of consumers because the brand, to No. 8 or nine in the later quarters of 2020, with only about 10% consideration. That could reverse in 2021 every bit Jeep introduces a slew of new models.
GMC has been on the rise, gaining consideration and grabbing the No. 6 spot for another quarter.
Technology gains importance
Of the 12 factors most important to shoppers, Durability/Reliability remained the top one again. Most other factors stayed in the same order they take been for five years.
Nevertheless, Applied science and Exterior Styling swapped places, with Engineering climbing a rank. The motility is indicative of the advancements being fabricated in safety, creature comforts and commuter-aid technologies equally well equally fizz for the future of autonomous, electrified and connected.
Toyota captured the most top spots among the factors, notably Durability/Reliability, Reputation, Technology and Prestige/Composure. Q4 2020 marked the first time in more than 5 years that Toyota took the Prestige/Sophistication title, perhaps due to the re-introduction of the upscale Venza crossover.
Subaru's brand perception came on stiff in the quarter. Information technology endemic Prophylactic, jumped alee of Honda in Durability/Reliability, overtook Mazda in Driving Functioning and is on the cusp of moving from No. 2 to No. 1 in eight of the top 12 factors important to car buyers.
Since Q3 2018, Honda has been losing dominance in purchase factors. Previously leading in 7 categories, it took only the top spot for Fuel Efficiency in Q4 2020.
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Source: https://www.coxautoinc.com/market-insights/q4-2020-kelley-blue-book-brand-watch-report-hey-bottom-for-cars-are-we-there-yet/
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