The car shopping landscape has changed radically over the last two years, but one thing has stayed the same – more new car shoppers consider buying a Toyota than any other brand. In the second quarter of 2021, 33% of non-luxury car shoppers had a Toyota on their list.
Kelley Blue Book’s quarterly Brand Watch report is a consumer perception survey that also weaves in consumer shopping behavior to determine how a brand or model stacks up with its segment competitors on a dozen factors key to consumers’ buying decisions. Kelley Blue Book has published second-quarter results for the non-luxury market.
Ford Inching Closer to Toyota
Toyota saw its position at the top of the list threatened in the second quarter. Fully 31% of shoppers considered a Ford (up from 29% in the first quarter). Chevrolet made the list at 27%.
Short supplies of some popular models played a role in the results. A worldwide shortage of microchips has left automakers pausing production lines throughout 2021, limiting the supply of some cars consumers would love to buy. The Toyota RAV4, for instance, is a perennial entry among the best-selling vehicles in America. Yet RAV4 consideration fell 15% in the second quarter when the model was in exceptionally short supply.
Subaru suffered the biggest drop in shopper consideration. Just 13% of shoppers considered a Subaru – a drop of three percentage points. Its Outback wagon and Forester SUV were among the 10 most considered cars, but both suffered supply problems during the quarter.
SUVs Still King
More shoppers — 64% — considered an SUV than any other type of vehicle. Passenger cars followed at 33%. But pickup truck consideration is beginning to recover, with 31% of shoppers entertaining the purchase of a truck, after falling to 29% at the beginning of 2021. Minivans brought up the rear, with 5% of shoppers considering a minivan.
Minivans, however, remain in heavy demand due to limited supplies. Dealers had a lower inventory of minivans than any other segment in the second quarter.
10 Most Considered Models (includes ties):
3. Honda CR-V
4. Toyota RAV4
7. Honda Accord
9. Toyota Camry