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Report Shows Shopper Interest in Pickups Rise

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Jumpstart Automotive Media, a leading media, insights, and marketing solutions company, released its monthly path to purchase report with a focus on shopper interest during October’s “truck month.” The report shows that month-over-month shopper interest was up 14 percent for full-size pickups and 11 percent for 3/4 and 1-ton pickup trucks.

October is known in the industry as the month auto brands typically spotlight trucks (e.g., Ford F-150, RAM 1500) with additional advertising during sporting events such as football games and the World Series, and interest levels usually increase as a result. And interest in trucks this October was particularly strong due to continued post hurricane Harvey and Irma vehicle replacement activity.

According to Jumpstart, Ford F-150 and Chevrolet Silverado led that interest with increases of 27 percent and 13 percent, respectively compared to October 2016.

For larger trucks, the Ford F-250 Super Duty and RAM 2500 each had month-over-month growth in interest, helping drive overall growth for the full-size pickup truck segment. Full-size pickup trucks and 3/4 and 1-ton pickups had the highest share of shopper interest in October compared to the rest of 2017, with a 4.8 percent and 1.8 percent increase, respectively.

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