the measure of lower funnel demand
Autometrics aggregates lower funnel prospect data to track new car demand, sales conversion rates, media effectiveness, incentive planning, sales forecasting, production planning and inventory management.
Autometrics LFP data is the most complete and consistent measure of lower funnel demand for new vehicles. All makes and models are tracked on a like-for-like basis.
Autometrics LFP data represents a primary predictor of future retail sales, and is used to forecast new car sales weeks in advance.
Highly accurate, real time metrics for measuring marketing effectiveness
Immediate insights into sales conversion and the effectiveness of sales initiatives
Invaluable input into production planning and inventory management decisions
Ford Focus and Honda Civic are the top two models within the Compact Car segment. Combined, these two models account for over a quarter of the segment demand in 2013. Autometrics has analyzed Lower Funnel Prospect (LFP™) share of segment demand for both of these models for 2013 to date. The LFP share of segment daily trend for Focus and Civic are represented in the chart below using a seven day rolling average.
Ford Focus started the year with a considerable lead over Civic (17% to Civic’s 12%). The new Civic marketing launch started on January 1st and triggered a rebound in demand for the model which continued until the end of January. Civic demand peaked at 13.6% share of segment on January 26th and 27th, which was close to, but not able to surpass Focus.
Since February, Civic’s LFP share has slipped back to the 12% range towards the end of February. This appears to be driven by a rebound in Focus share, which has not been able to recover to the levels of early January. In part, the rebound in Focus has been driven by an increase in Spot TV advertising in the first half of February. For now, Focus is maintaining a reasonable lead over Civic, and Autometrics will continue to update this analysis periodically, looking for evidence of which markets are responding best to the advertising for both models.