Comscore’s Monthly New Vehicle Demand Index Finds Toyota RAV4 Remains Most Shopped Model Market-Wide
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 4th 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 |
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.
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