Consumer interest in the pickup truck segment reached record levels at the time of the 2020 quarter, according to the recent Kelley Blue Book Brand Watch report. At the forefront were popular GM pickup models, such as the Chevrolet Silverado.
The Kelley Blue Book Brand Watch report is a survey that examines the customer’s buying belief and behavior, evaluating how a logo or style is measured in their segment through purchasing resolution factors, adding reliability, safety, driving comfort, accessibility and performance. Appointments are divided between luxury and non-luxurious logos.
Of all the buyers surveyed, 35% a pickup truck, a new record for the segment, 30% more than the previous record set in the first quarter of this year. The report indicates that attention to the purchase of pickup trucks has almost doubled in the last two years.
Although average truck sales in the current quarter fell by 21%, the numbers were well below the industry average, which fell by 34%. Pickup trucks were the best-selling segment in March, however, mid-sized SUVs led sales this quarter.
GM van models have taken a stand among customer attentions, adding the Chevrolet Silverado in particular. Buyers’ attention to Silverado increased through an impressive 23 percent, and he played it face-to-face with the Ford F-150 in the quarterly revision expansion table when comparing the second quarter of 2020 with the first quarter of 2020.
Consumer interest was generated through strong incentives from automakers, driven by the COVID-19 pandemic. Buyers from generations X and Z also contributed to quarterly accumulation. Among Generation Z buyers, 41% thought of a truck, an increase of 34% during the first quarter. Among Generation X buyers, 39% were contemplating a truck, compared to 32% in the last quarter.
Of the buyers who bought a truck, 86% were men. Most of these buyers were white, however, black buyers saw a 29% increase in truck interest, up from 18% in the first quarter.
Finally, Chevrolet ranks third in the logo’s quarterly consideration, with 27 percent paving the way for THE interest of GM vans in the survey. GMC was also among the most sensitive logos in terms of driving comfort, external style and robustness.
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