Trucks, SUVs Gain Consideration as Shoppers Revert to Old Habits

Knowing what other car shoppers want is important when researching a vehicle purchase because the more popular a vehicle or type of vehicle is, there will usually be fewer incentives and the price won’t be discounted as much.

Simply put, manufacturers and dealers discount the vehicles that aren’t selling.

According to Kelley Blue Book’s Market Intelligence Brand Watch study, consideration for new trucks, SUVs and CUVs is back to pre-recession levels not seen since early 2007. Also, consumers looking for a new vehicle recently have shown more interest in domestic automakers, especially Ford.

KBB’s study shows that trucks were the most considered new vehicle segment in the fourth quarter of 2009. New-truck consideration passed up non-luxury sedan/coupe/hatchbacks for the first time since the first quarter of 2007, KBB said in a statement.

Those who are considering trucks are looking at Ford the most, at 57 percent. Chevrolet trucks are being considered 48 percent of the time, GMC trucks are considered 35 percent of the time and Dodge trucks are being considered by 31 percent of truck shoppers.

Ford F-150

In the fourth quarter of 2009, consideration for Ford was the highest of any brand, regardless of the type of vehicle, at 28 percent. Toyota’s consideration was 25 percent and Chevrolet was 24 percent.

"Now that gas prices have stabilized and there appears to be a light at the end of the tunnel in the recession, vehicle buyers are back to their old ways – wanting the most/biggest car for their money," James Bell, executive market analyst for Kelley Blue Book’s, said in a statement. "Despite recent small-car introductions at auto shows and the changing landscape of line-ups due to impending CAFE regulations, U.S. automakers are still perceived as king in the large-vehicle segment in America."