Dealers Should Promote 10 Safe Family Rides to SUV Shoppers

BY Courtney Huckabay
Featured image for “Dealers Should Promote 10 Safe Family Rides to SUV Shoppers”

"To aid busy parents in choosing the next ride for their busy brood, the Consumer Reports automotive engineers have analyzed test data and considered the elements that would make for an ideal family SUV. To earn such a distinction, a vehicle has to perform well in Consumer Reports’ road tests, have average or better predicted reliability, and perform at least adequately (if included) in government or insurance-​industry safety tests."

Take this into consideration when marketing to SUV Shoppers: 42.4% of Americans considering SUVs are women, according to AudienceSCAN data. The "Mom Mentality" should be addressed in ads.

"From there, we further filtered the list to include just those models that have forward-​collision warning and automatic emergency braking as standard or optional equipment," Jeff Bartlett wrote for Consumer Reports.

AudienceSCAN also found that 18.8% of SUV Shoppers have children aged 6–9, and 16.3% are hauling around kids and their friends aged 10–12.

"To be included, each SUV has to have been awarded the Insurance Institute for Highway Safety's Top Safety Pick Plus designation, meaning they earned good ratings in five crashworthiness tests, as well as an advanced or superior rating for front crash prevention."

It pays for dealers to be mobile-​centric, too. AudienceSCAN revealed SUV Shoppers are 55% more likely than average shoppers to use smartphones to look up business info/​location.

"We also considered how well child seats install and fit into these vehicles," Bartlett wrote. "This proved to be a challenging assignment, as three vehicles that excelled in other family-​friendly attributes skewed to the lower end of our child seat scoring spectrum. But given that families come in all ages and sizes, we have included those SUVs here with the caveat that drivers transporting young, car-​seat-​aged children would be better served with other vehicles on the list."

Advertise the following top SUVs for families in television (over-​the-​air, online, mobile or tablet) spots because AudienceSCAN found 42% of SUV Shoppers took action after seeing a commercial in the past month.

  1. Acura MDX
  2. Acura RDX
  3. Honda Pilot
  4. Hyundai Tucson
  5. Lexus RX
  6. Mazda CX‑5
  7. Subaru Crosstrek
  8. Subaru Forester
  9. Subaru Outback
  10. Toyota Highlander

AudienceSCAN data is available as part of a subscription to AdMall for Agencies, or with the SalesFuel API. Media companies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.