Interest Increased for Pickups in Second Quarter of 2020
Photo: Chevrolet
According to the Kelley Blue Book Brand Watch Report, more drivers were interested in buying pickups during the second quarter of 2020 than ever before. As such, while sales were down due to the coronavirus pandemic, trucks were still at the top of many drivers’ wish lists.
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Key findings in the Brand Watch Report
Photo: Chevrolet
During the first quarter, interest for pickups reached a record high with 30 percent of shoppers considering pickups. The second quarter beat that record with 35 percent of shoppers interested in pickups. This percentage is almost double what it was just two years ago.
Five of the 10 models that experienced the most interest growth quarter-to-quarter were trucks, with the Chevrolet Silverado 1500 and Ford F-150 tied at the top. In prior reports, the 10 models were more evenly divided among trucks, cars, and SUVs.
Generation X and Z shoppers had the greatest increase in truck interest. Of Generation X shoppers, 39 percent considered buying a truck, compared to 32 percent in the previous quarter. Of Generation Z shoppers, 41 percent considered a truck, compared to 34 percent previously.
Photo: Chevrolet
Despite the interest increase, pickup sales were down 21 percent in the second quarter as a result of the pandemic. However, the pickup segment had the smallest decline and far exceeded the industry sales average, which fell by 34 percent.
Automotive brands selling trucks also became more popular options for the second quarter, garnering more shopping consideration and sales. Toyota, Ford, and Chevrolet were the most-shopped non-luxury brands, making this the first time in four years that Chevrolet surpassed Honda.
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Pickups and cars had the same amount of shopping consideration at 35 percent, while a whopping 63 percent of shoppers considered SUVs in the second quarter. Although interest for pickups has finally tied that of cars, it will be intriguing to see if trucks will continue to gain popularity and outperform cars in the near future.
Amanda Drago lives in West Chester, Ohio with her wonderful family, which includes her adorable dog, Coco. Amanda recently graduated from Miami University with degrees in both marketing and creative writing. However, if she was ever forced to change career paths, she imagines that she would train dogs for movies. In her spare time, she enjoys reading, writing, and watching Netflix. She also has a special place in her heart for theatre and purchases tickets to as many shows as she can. See more articles by Amanda.