The Kelley Blue Book Brand Watch Report examines consumer perception and shopping behavior via buyer surveys, then ranks brands and models through a variety of different factors. These factors include affordability, driving comfort, safety, reliability, and performance. Entries are divided between luxury and non-luxury brands.
In the most recent study, the buyer consideration for the Chevrolet Silverado was up 23 percent, placing the Silverado alongside the Ford F-150 in terms of quarterly consideration growth when comparing Q2 of 2020 to Q1 of 2020.
Overall, the Chevrolet Silverado 1500 was ranked as the second most-considered vehicle in the study, placing it just behind the Ford F-150, and ahead of the Honda CR-V. This is the first time the Silverado has captured the second-place spot for most-shopped vehicle in the history of the study.
The Chevrolet Silverado also bested Ram with regard to sales, securing the second sales spot behind F-150 after falling behind in the rankings last year.
The Chevrolet Silverado’s performance in the most recent Kelley Blue Book report follows a surge in shopper interest in the pickup segment for the second quarter of 2020. A record 35 percent of shoppers surveyed considered purchase of a pickup truck model, continuing strong growth in the segment accumulated over the last two years.
Strong incentives and more young shoppers helped to push interest in the truck segment, with the majority of truck shoppers living in the Western and Southern U.S. Shopping-converted-to-sales in the pickup segment fell just 21 percent, well below the industry average, which saw a 34-percent decline.
Meanwhile, the SUV segment remained the most-shopped category. Interest in the car segment fell, while the minivan segment remained stable.
Finally, Chevrolet ranked third with regard to quarterly brand consideration at 27 percent, slotting in ahead of Honda, but behind Ford. This is the first time in four years that Chevrolet has ousted Honda in the rankings, propelled largely by gains in Chevrolet Silverado pickup consideration.