KBB STRATEGIC INSIGHTS: Kansas DMAs Q4 2015 Kansas City, Topeka, Wichita-Hutchinson Plus
Kansas DMAs - Share of Make Key Takeaway: Ford standing alone in Kansas likely due to large market of pickup truck shoppers. Honda rebounding well in Q4 after mid year decline. Toyota has maintained steady traffic interest during all of 2015. Source: KBB.com MicroStrategy December 2014 – December 2015 (Mobile Included)
Kansas Traffic vs. National Traffic Volume
Kansas DMAs - Share of Segment Key Takeaway: Mid-size SUV continues strong growth trend begun in Q3 to meet Compact SUV traffic interest at end of Q4. Both Mid-size and Compact Cars even out in Q4. Hybrid Vehicles decline while Subcompacts remain relatively steady. Source: KBB.com MicroStrategy December 2014 – December 2015 (Mobile Included)
Kansas DMAs Cross-Shopping Behavior: Source: KBB.com MicroStrategy Q4 2015 (Mobile Included)
Kansas DMAs Cross-Shopping Behavior: Source: KBB.com MicroStrategy Q4 2015 (Mobile Included)
Cross Shop High Level Summary Honda Accord cross shopping vs. Camry is down 5pts. and Civic/CR-V are down 3pts. Corolla cross shopping shows Civic dropping considerably by 6pts. and Honda Accord falls off of the top list of targets. RAV4 saw 3pt. decreases in all major competitively cross shopped models with exception of an increasing Nissan Rogue. Prius cross shopping dropped for all typical targets but rose drastically in Ford Fusion cross shopping in Q4.
KBB Market Intelligence Our market intelligence team has a pulse on and in-depth awareness to: Perceptions of in-market new car shoppers What our auto shoppers are saying about various vehicles on KBB.com Vehicle shopping intentions Launching custom survey polling Industry intelligence by brand KBB.com behavioral research insights, such as Cross-shopping and reverse cross-shopping behaviors Make, Model, or Segment traffic trends Trend identification within a target brand’s owner base Weekly new-car shopper activity on KBB.com Two key areas for MI. 1.Attitudinal- survey poll based (can be custom), typically used for Brand insights 2. Behavioral- on site behaviors through click stream data (traffic trends and specific shopping activity) Report usage- determining focused comp set by DMA, insights shared with dealers, etc.