Kelley Blue Book News

July 1, 2009

Kbb.com names most-researched new-vehicles in first-half ’09

Redesigned Chevrolet Camaro, Ford Fusion, Volkswagen Jetta, Lexus RX350 in Top 20

Kelley Blue Book said the Honda Accord was the most-researched new-vehicles for the first half of 2009. kbb.com is one of the most trafficked automotive research sites with more than 12 million visits per month, so which specific vehicles consumers are checking out on the site has become a leading indicator of sales patterns for manufacturers, Kelley says. Kbb.com’s top 20 Most-Researched New Vehicles for First-Half of 2009 had Japanese models taking the first nine spots followed by Ford Mustang and No. 10.1. Honda Accord

2. Honda Civic

3. Toyota Camry

4. Honda CR-V

5. Toyota Corolla

6. Toyota Highlander

7. Nissan Altima

8. Toyota RAV4

9. Toyota Prius

10. Ford Mustang

11. Honda Pilot

12. MAZDA3

13. Honda Odyssey

14. Ford Fusion

15. Ford Escape

16. Chevrolet Camaro

17. Volkswagen Jetta

18. Toyota Sienna

19. Chevrolet Malibu

20. Lexus RX350

Import manufacturers Honda and Toyota frequently dominate the kbb.com most-researched lists, and while they still have a major turnout for the first-half of 2009 (securing 11 of the top 20 spots), this list demonstrates that a few newly redesigned models have captured the attention of consumers.

When compared year-over-year to the most-researched new-vehicles for the first half of 2008, four models are all-new to this year’s top 20 list: Chevrolet Camaro, Ford Fusion, Volkswagen Jetta and Lexus RX350.

Chevrolet’s buzzworthy Camaro made the most impressive jump onto this year’s list, from number 427 in June 2008 to number 16 in June 2009. Primary drivers of increased Camaro research include hefty movie promotions with the “Transformers” films and significant advertising executed in the past year.

The Ford Fusion jumped 43 positions from number 57 in June 2008 to number 14 in June 2009 due to the introduction and heavy promotion of Ford’s 2010 Fusion and Fusion Hybrid models.

Volkswagen’s Jetta climbed from number 32 in June 2008 to number 17 in June 2009; increased interest arose from the introduction of the Jetta’s TDI diesel variation.

The Lexus RX350 jumped from number 29 in June 2008 to number 20 in June 2009, as Lexus introduced and promoted its redesigned 2010 model heavily in recent months.

The MINI Cooper saw the largest decline in new-vehicle research in the past year, falling 18 positions from number 19 in June 2008 to number 37 in June 2009. Interest in the MINI was uncommonly high in June 2008 due to extremely elevated gas prices at the time; now that fuel prices have returned to more ‘normal’ levels in June 2009, new-car shoppers are not researching compact and sub-compact models like the Cooper nearly as often.

“While mainstays Toyota and Honda continue to take the majority of the most-researched spots, the interesting newcomers to this year’s list demonstrate the vast power of marketing, advertising and product placement in generating interest among in-market new-car shoppers,” said Jack R. Nerad, executive editorial director and executive market analyst for Kelley Blue Book and kbb.com. “Increased interest in sexy new vehicles like the Camaro, new fuel-efficient variations such as the Fusion Hybrid and Jetta TDI, and redesigned popular models like the RX350, indicates that consumers are paying attention to what’s new in the automotive marketplace and expanding their options as they research their next new car.”