Planning for Purchase Behavior? Good Luck

An interesting list was recently released by IntelliChoice.com, a website that helps consumers make vehicle-buying decisions.

An interesting list was recently released by IntelliChoice.com, a website that helps consumers make vehicle-buying decisions. It is the list of the “Best Deals of the Month” for April, and while they do look at rebates—and they noted that in April, the average is $974, up from March’s $861, but below January’s $1,503—they don’t take into account merely what deals are out there for consumers but take into account “the seven primary factors that determine a vehicle’s long-term ownership costs: fuel economy, maintenance, repair, retained or resale value, licensing, state fees and taxes.”

So, with no further ado, here’s the list:

Cars

  • Subcompact - Toyota Yaris
  • Base Sport – Vokswagen GTI, 2-door
  • Compact under $17,000 – Toyota Corolla
  • Compact over $17,000 – Golf TDI
  • Midsize Car – Toyota Prius
  • Convertible – MINI Cooper Convertible
  • Wagon – Volkswagen Jetta TDI Wagon
  • Full-Size Car – Toyota Avalon
  • Near Luxury Car – Lexus ES
  • Luxury Car – Audi A5 Coupe
  • Luxury Convertible – Volvo C70
  • Sports Car – Chevrolet Corvette
  • Sport Sedan/Wagon – Chrysler 300 C
  • Luxury Sports Sedan/Wagon – Lexus IS 350 Sedan, Lexus GS (tie)

Sport Utilities and Crossovers

  • Compact SUV/Crossover – Toyota RAV4
  • Midsize Crossover –- Toyota Highlander
  • Luxury Crossover – Lincoln MKX
  • Luxury SUV – GMC Yukon Denali
  • Midsize SUV – Toyota FJ Cruiser
  • Full-size SUV – Nissan Armada

2

Trucks

  • Compact Pickup 2WD - Toyota Tacoma 2WD
  • Compact Pickup 4WD - Toyota Tacoma Regular Cab 4WD
  • Full-Size Pickup 2WD ½ Ton – Chevrolet Silverado 1500 Crew Cab Hybrid 2WD, GMC Sierra 1500 Crew Cab Hybrid 2WD (tie)
  • Full-Size Pickup 2WD ¾ Ton - Chevrolet Silverado 2500 HD Crew Cab 2WD
  • Full-Size Pickup 2WD One Ton - Chevrolet Silverado 3500 Crew Cab 2WD
  • Full-Size Pickup 4WD ½ Ton – Chevrolet Silverado 1500 Crew Cab Hybrid 4WD,
    GMC Sierra 1500 Crew Cab Hybrid 4WD (tie)
  • Full-Size Pickup 4WD ¾ Ton - Chevrolet Silverado 2500 HD Crew Cab 4WD
  • Full-Size Pickup 4WD One Ton - Chevrolet Silverado 3500 Crew Cab 4WD,

Vans

  • Full-Size Van – Chevrolet Express 1500
  • Minivan – Toyota Sienna

There are at least a couple of things that jump out here. Note that Toyota and Lexus are frequently cited. This is explained by Charlie Voelheim, executive director of IntelliChoice.com: "Once again, Toyota's reputation for value has proven to be a top priority for consumers. In these economic times, buyers appreciate Toyota's low cost of ownership." The unprecedented deals on Toyotas probably don’t hurt, either.

Note also the predominance of GM in the full-size truck category. And then scan the list for evidence of Ford products. You’ll find only the Lincoln MKX, and according to IntelliChoice.com, there is a $3,000 rebate sitting on the hood of that crossover. Well, there is that Volvo, but Ford is selling that brand to Geely. And while the Chrysler 300 C is long in the tooth, it still takes the top spot as the Sport Sedan.

One lesson can be learned from this: Pity the product planners who have to make sense of all this each and every month.