Online In-Market Car Buyer's Research Influenced by OEM Messaging

Kelley Blue Book, the No. 1 online automotive resource saw the Toyota 4Runner and the Infiniti G35 make significant moves up the November Top 50 most researched new vehicles list. During the same month both manufacturers ran vigorous advertising campaigns on kbb.com for the two vehicles, driving consumers to request pricing reports for these new models in record numbers.

"These moves on our Top 50 list demonstrate how a manufacturers message in combination with a trusted Web site like Kelley Blue Book can impact car buying behavior," said Robin Cooper, director of advertising and business development at Kelley Blue Book. "Kbb.com site visitors responded to those messages last month in way we could clearly see."

According to Jupiter Research, 61 percent of in-market car-buyers have not yet chosen a manufacturer or a make/model. Cooper believes with that high a number these types of ad campaigns really afford OEMs the opportunity to impact the consumer's buying process.

In October, Toyota's popular 4Runner made the October list at No. 48 and then skyrocketed in November to No. 15. Infiniti's G35 weighed in at No. 21 on kbb.com's October most researched list, but moved its way up to No. 10 last month. In addition to the strong advertising campaigns on kbb.com, Kelley Blue Book expects the significant moves were also due in part to Toyota's 4Runner showcasing a new body style for 2003 and the recent introduction of the all new Infinity G35.

Toyota ran and is still running a rich media campaign on Kelley Blue Book's current owner page on kbb.com. According to Cooper, the 336 x 280 4Runner ad is seeing the highest click-through rate of any other ad in this location. This is also the first time an ad of this size has run on this page. Typically manufacturers choose to use the popular skyscraper style.

Infiniti took advantage of Point Roll technology in a skyscraper campaign for the new G35's, "When did it start for you?" In November the campaign held positions among Kelley Blue Book new car pricing reports and equipment pages as well as a two week sponsorship of every page in the kbb.com 'preview section.'

Kelley Blue Book, rated No. 1 site by Nielsen//NetRatings is the most trusted vehicle information resource, providing comprehensive automotive research tools and up-to-date pricing on thousands of used and new vehicles. Since 1926, car buyers and sellers have relied upon Kelley Blue Book for timely and accurate information to make well-informed automotive decisions. The company also offers objective vehicle pricing via products and services for both the auto industry and consumers, including the famous Blue Book Official Guide, software and the Internet. Kelley Blue Book's kbb.com has been named first visited and No. 1 automotive information site according to J.D. Power and Associates five years running. No other medium reaches more in-market car-buyers than kbb.com; one in every four people who purchase vehicles visit and utilize kbb.com.

         Top 50 - Most Popular Cars at kbb.com for November 2002

  1         Honda                   Accord
  2         Chevrolet / GMC         Pickups (Silverado & Sierra)
  3         Ford                    Pickups (F Series)
  4         Honda                   Civic
  5         Toyota                  Camry
  6         Ford                    Explorer
  7         BMW                     3 Series
  8         Dodge                   Ram Pickups
  9         Nissan                  Altima
  10        Infiniti                G35
  11        Nissan                  350Z
  12        Chevrolet / GMC         Tahoe / Yukon
  13        Volkswagen              Jetta
  14        Toyota                  Tacoma
  15        Toyota                  4Runner
  16        Volkswagen              Passat
  17        Ford                    Mustang
  18        Toyota                  Corolla
  19        Chevrolet               TrailBlazer
  20        Toyota                  Highlander
  21        Ford                    Escape
  22        Honda                   Pilot
  23        Honda                   Odyssey
  24        Honda                   CR-V
  25        Mercedes-Benz           C-Class
  26        Jeep                    Grand Cherokee
  27        Chrysler / Dodge        Voyager / Caravan
  28        Ford                    Expedition
  29        Audi                    A4
  30        Nissan                  Maxima
  31        Acura                   MDX
  32        Jeep                    Liberty
  33        Mercedes-Benz           E-Class
  34        BMW                     5 Series
  35        Toyota                  Sequoia
  36        Nissan                  Xterra
  37        Hyundai                 Santa Fe
  38        BMW                     X5
  39        Ford                    Focus
  40        Volvo                   XC90
  41        Toyota                  Tundra
  42        Chevrolet / GMC         S10 / Sonoma
  43        Mitsubishi              Eclipse
  44        Saturn                  Vue
  45        Nissan                  Frontier
  46        Dodge                   Dakota Pickups
  47        Toyota                  RAV4
  48        Cadillac                Escalade
  49        Acura                   TL
  50        Dodge                   Durango

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SOURCE: Kelley Blue Book

CONTACT: media, Robyn Eckard of Kelley Blue Book, +1-949-770-7704,
ext. 8349, reckard@kbb.com

Web site: http://www.kbb.com/