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Transcript of MOBILE: Luxury Sedans Pick Up Speed · PDF file MOBILE: Luxury Sedans Pick Up Speed 79% The...

  • AutoTrader.com Site Behavior – Jan-Jun 2015 vs. Jan-Jun 2014

    July 2015

    INDUSTRY SPOTLIGHT

    Luxury Entry-Level Cars Lead the Way, Germans Top Brand Growth

    Luxury Car Segment Share of Category Growth

    MOBILE: Luxury Sedans Pick Up Speed

    79% The percentage of mobile luxury sedan growth attributed to the top five growth

    brands (the three German luxury leaders along with Lexus and Acura)

    Brand Growth: Luxury Sedans

    Luxury Entry-Level Car

    Luxury Fullsize Car

    Luxury Midsize Car

    Top 5 Luxury Car Brands January-June Rank

    2015 2014

    Mercedes-Benz 1 2 BMW 2 1 Audi 3 3 Lexus 4 5 Cadillac 5 4

    While all top five luxury sedan brands have experienced lifts in sedan shopping activity on mobile, it’s gains by Mercedes-Benz and Lexus that have (respectively) ousted BMW from its leadership position and caused the sole domestic (Cadillac) to slip in rank.

    Mercedes-Benz & Lexus Advance

    Entry-Level cars account for more than half of the overall mobile luxury sedan shopping growth

    Increase in luxury car mobile shopping activity

    Jan-Jun 2015 vs. Jan-Jun 2014

    + 44 %

    55% 25% 21%

  • BMW 2 Series

    Audi S3*

    BMW 3 Series

    Lexus RC 350*

    MB CLA-Class

    MB C-Class

    Audi A3

    Lexus IS Models

    BMW 4 Series

    Infiniti Q50

    1 Biggest movers are vehicles with the largest increase in the number of Primary New Vehicle Prospects Jan-Jun 2015 vs. Jan-Jun 2014

    AutoTrader.com Site Behavior - Primary New Vehicle Prospects [visitors interacting with three most recent model years]

    July 2015

    INDUSTRY SPOTLIGHT

    Where Luxury Entry-Level Cars Are Heating Up

    Northeast

    South

    +42% West

    Regional Mobile Growth: Luxury Entry-Level Cars

    The majority of states have experienced at least a 44% increase in mobile luxury entry-level shopping activity compared to the same period last year. While Germans BMW and Mercedes-Benz still lead the segment nationally (with the 3 Series and

    C-Class, respectively), Japanese rivals Q50 and IS Models achieve two of the top three biggest mover positions.

    Models to Watch

    Despite Germans making up 70%

    of the movers, Japanese models

    Q50 (which ranks #6 in the

    segment) and IS (#3) exceed the

    growth of nearly all other models.

    Also notable is that 4 Series growth

    has catapulted the model to a top 5

    spot (up from #9 in the segment last

    year), further strengthening BMW.

    Midwest

    +45%

    +48%

    +48%

    Biggest Movers (national) Top 10 1

    *New entries, fall 2014

    55%+

    44%-54%

  • 1 Biggest movers are vehicles with the largest increase in the number of Primary New Vehicle Prospects Jan-Jun 2015 vs. Jan-Jun 2014

    AutoTrader.com Site Behavior - Primary New Vehicle Prospects [visitors interacting with three most recent model years]

    July 2015

    INDUSTRY SPOTLIGHT

    Luxury Entry-Level Cars: Biggest Movers Top 10 1

    (By Region)

    Though they vary in order, the entry-level models achieving the largest increases in shopping activity are the same in all five regions (4 Series, A3, C-Class, IS Models, and Q50) with only one exception (CLA-Class exceeds the growth of IS Models in the Midwest). Rivals (including national leader 3 Series, which doesn’t make the top five mover cut) should note these cross-country

    gains, particularly considering that Japanese brands (versus German segment leaders) top the list in three of the four regions, and three of these five (4 Series, A3, and Q50) have advanced overall at least five segment rank positions compared to last year.

    MIDWEST NORTHEAST

    A3

    Q50

    IS Models

    C-Class

    4 Series

    CLA-Class

    2 Series

    3 Series

    RC 350

    S3

    SOUTH WEST

    A3

    4 Series

    CLA-Class

    IS Models

    Q50

    3 Series

    C-Class

    RC 350

    2 Series

    S3

    4 Series

    IS Models

    A3

    C-Class

    Q50

    CLA-Class

    RC 350

    3 Series

    Q60

    S3

    4 Series

    A3

    Q50

    C-Class

    IS Models

    RC 350

    CLA-Class

    S3

    3 Series

    2 Series

  • 1 Biggest movers are vehicles with the largest increase in the number of Primary New Vehicle Prospects Jan-Jun 2015 vs. Jan-Jun 2014

    AutoTrader.com Site Behavior - Primary New Vehicle Prospects [visitors interacting with three most recent model years]

    July 2015

    INDUSTRY SPOTLIGHT

    Where Luxury Midsize Cars Are Heating Up

    Cadillac ELR

    Volvo S60

    Audi A5

    Cadillac CTS

    MB CLS-Class

    BMW 5 Series

    BMW 6 Series

    Audi A6

    MB E-Class

    Acura TLX

    +23% Northeast

    Midwest

    +24% West

    Regional Mobile Growth: Luxury Midsize Cars

    Luxury midsize sedan mobile shopping is up from a year ago across the country, with a slightly higher uptick in the Midwest. The segment’s newest entry, TLX, is a game-changer, having leapfrogged five rank positions nationally since it

    came on the scene less than a year ago (the model is currently ranked just outside the top 5 at #6).

    +29%

    Models to Watch

    TLX and E-Class by far surpass all other

    movers in mobile shopping activity growth,

    the former rising in the ranks since entry,

    and the latter making a recent rank move

    as well — though CTS is the year-to-date

    segment leader, E-Class has overtaken the

    top spot for the past two months.

    Biggest Movers (national) Top 10 1

    +26% South

    35%+

    24%-34%

  • 1 Biggest movers are vehicles with the largest increase in the number of Primary New Vehicle Prospects Jan-Jun 2015 vs. Jan-Jun 2014

    AutoTrader.com Site Behavior - Primary New Vehicle Prospects [visitors interacting with three most recent model years]

    July 2015

    INDUSTRY SPOTLIGHT

    Out of the gate, newest entry Acura TLX is taking the country by storm, while established player E-Class demonstrates more than double the shopping activity growth of the next competitor in the South and Northeast (and substantially

    outpaces the growth of other established players in the Midwest and West). Also noteworthy is that CTS trails the growth of fellow national segment top five models across all regions (with the exception of the 5 and 6 Series’ in the Midwest), an

    indication of vulnerability for this longstanding top player.

    MIDWEST SOUTH

    WEST NORTHEAST

    Luxury Midsize Cars: Biggest Movers Top 10 1

    (By Region)

    E-Class

    A6

    CTS

    6 Series

    TLX

    CLS-Class

    5 Series

    A5

    S60

    ELR

    E-Class

    A6

    6 Series

    CLS-Class

    TLX

    5 Series

    CTS

    A5

    S60

    ELR

    E-Class

    A6

    6 Series

    5 Series

    TLX

    CLS-Class

    S60

    A5

    CTS

    Q70/M Models

    E-Class

    5 Series

    6 Series

    A6

    TLX

    CLS-Class

    A5

    S60

    CTS

    ELR

  • 1 Biggest movers are vehicles with the largest increase in the number of Primary New Vehicle Prospects Jan-Jun 2015 vs. Jan-Jun 2014

    AutoTrader.com Site Behavior - Primary New Vehicle Prospects [visitors interacting with three most recent model years]

    July 2015

    INDUSTRY SPOTLIGHT

    +47% South

    Northeast

    +46% West

    Regional Mobile Growth: Luxury Fullsize Cars

    Where Luxury Fullsize Car Are Heating Up

    The luxury fullsize car segment powers ahead as mobile shopping activity increases by at least 40% in a majority of states. The fairly consistent growth across regions is fueled primarily by the established segment top five players, including substantial gains by

    current national segment leader S-Class.

    +49%

    Biggest Movers (national) Top 10 1

    +46% Midwest

    Hyundai Equus

    Jaguar XJ

    Acura RLX

    BMW 7 Series

    Kia K900

    Audi A8

    Porsche Panamera

    Audi A7

    Maserati Ghibli

    MB S-Class

    Models to Watch

    S-Class and Ghibli significantly outpace the

    growth of other fullsize contenders, S-Class

    strengthening its longstanding lead, and Ghibli

    jumping from #7 in the segment in the first half

    of last year to #2 currently. Meanwhile, steady

    growth for the A7 has reinforced Audi’s overall

    position, with the model advancing to join the

    A8 in the segment top five for the past three

    months.

    50%+

    40%-49%

  • 1 Biggest movers are vehicles with the largest increase in the number of Primary New Vehicle Prospects Jan-Jun 2015 vs. Jan-Jun 2014

    AutoTrader.com Site Behavior - Primary New Vehicle Prospects [visitors interacting with three most recent model years]

    July 2015

    INDUSTRY SPOTLIGHT

    Luxury Fullsize Car: Biggest Movers

    With the exception of two to