Holiday Auto Shoppers Dreaming of a New BMW

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Dataium's ASI™ (Auto Shopper Intensity) index shows growing consumer demand in luxury brands during the month of November

Dataium ASI™ - November 2011

Dataium ASI™ - November 2011

In spite of a relatively strong Thanksgiving weekend, the November ASI reflects seasonal trends that point to a slowdown in automotive shopping through the remainder of the holiday season and into the new year.

The Dataium ASI index, a leading predictive indicator of automotive sales, continued a slightly higher shift in November, signaling a positive but less than stellar December. Despite being well above last year's SAAR (Seasonally Adjusted Annual Rate), declining lead volume and visitor counts on dealership websites point to a slowdown in January.

For the third straight month, luxury brands took the top spots, posting significant gains in lead volume. The crown belonged to BMW in November, which grew leads by 27%, following the German manufacturer was Saab, which posted an 11% gain. Despite posting declines in unique visitors over the Thanksgiving holiday, Mazda ended the month on a high note, leading the competition by gaining 14%. Domestic manufacturer, Ford, also enjoyed visitor gains, up 6% from October.

Perennial powerhouses Kia and Hyundai saw their first declines in months, down 40% and 33% respectively in inventory searches from the previous month. Despite relatively low gas prices, popular crossover models produced by both manufacturers showed declines, with the Sportage down 47% and the Santa Fe down 41%.

"In spite of a relatively strong Thanksgiving weekend, the November ASI reflects seasonal trends that point to a slowdown in automotive shopping through the remainder of the holiday season and into the new year," stated Eric Brown, CEO of Dataium. He added "However compared to 2010, the SAAR numbers signal growth in the industry, and should close the year above 13 million units."

Jason Ezell, President of Dataium added, "It is gratifying to see the industry trending over 13 million units, particularly given the soft market of the past few years. We are hopeful that we will see similar year over year gains in 2012."

Through proprietary data collection and analytics, Dataium aggregates and measures billions of auto shopper behavioral events from over 40 million active auto shoppers across a network of diverse automotive websites. Dataium not only provides data and research on auto shopper/buyer behavior nationally, but by specific makes, models, vehicle segments, and markets, as well. The national report is available for download at dataium.com/library. Dataium reports and dashboards are available on a subscription basis or may be customized to access real-time updates to measure in-market lead behavior, advertising effectiveness, digital marketing performance, and website design proficiency.

To request complete access to Dataium's ASI predictive modeling tool on future consumer demand by make, model, trim level, segment, region, and market, contact Dataium at http://www.dataium.com/contact, or call 877-896-DATA (3282).

About Dataium, LLC
Dataium is the largest aggregator of Internet automotive shopping activity. With its Cloud Intelligence™ platform, the company collects, analyzes, and indexes billions of online automotive shopping events from over 40 million active auto shoppers. The company supports cutting-edge data collection and reporting technology; VisiCogn® Collection Utility, VisiCogn® Knowledge Center, VisiCogn® INSITE, and is also known for its ASI™ index. For more information, visit http://www.dataium.com, email: info(at)dataium(dot)com, or call 877-896-DATA (3282).

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Eric Brown
Dataium
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