Comscore’s Monthly New Vehicle Demand Index Finds Toyota RAV4 Remains Most Shopped Model Market-Wide

By AIT News Desk On Feb 17, 2020

Pickup Interest Remains Strong; Sedans Continue to Bolster Honda and Toyota Total Sales

New research from Comscore, a trusted partner for planning, transacting and evaluating media across platforms, found that for the 4^th month in a row, Toyota RAV4 was the most shopped new vehicle model market wide.

Since its launch of the current version late in 2018, RAV4 has generated a significant amount of prospect interest and has consistently ranked at or near the top of prospect shopping lists. Its primary competitor, Honda CR-V, came in second as the two are heavily cross-shopped against each other by small SUV intenders.

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At the same time, Honda and Toyota sedans – Accord, Civic, Camry and Corolla – continue to be among the most shopped despite rivals exiting these segments due to weakening sales.

“While sedan sales are not what they were even a couple years ago, these particular models continue to attract a large amount of interest and contribute significantly to Honda and Toyota’s sales total,” said Dennis Bulgarelli, Vice President, Automotive, Comscore.

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Similarly, full size pickups also remain popular, with F-150, Silverado 1500 and Ram 1500 among the top 10. Recent new models, stable gas prices and a strong housing market have fueled pickup interest and sales.

The top 20 in-demand models, according to Comscore’s in-market shopper data are listed below:

Rank	Model	In-Market Shoppers January 2020
1	RAV4	190,825
2	CR-V	143,977
3	Civic	128,165
4	F-150	126,209
5	Accord	124,419
6	Camry	107,321
7	Silverado 1500	86,134
8	Highlander	81,114
9	CX-5	78,843
10	Ram 1500	73,338
11	Corolla	72,879
12	Tacoma	71,085
13	Forester	70,836
14	Wrangler	65,632
15	F-Series Super Duty	64,862
16	Explorer	64,845
17	Pilot	63,639
18	4Runner	63,315
19	RX350	62,852
20	Telluride	62,817

Source: Comscore Automotive Data Mart, New,

In-Market Automotive Shoppers, January 2020

“Looking at our data, it seems clear that even with continuing demand for pickups, the majority of consumers are prioritizing fuel efficient and functional vehicles,” said Bulgarelli.