The rebound of the automobile industry has been one of the key factors in the return to health of broadcasters, and Kelley Blue Book says that April results are keeping the pace necessary for a 15 million unit year.
KBB said the results keep alive a six month streak sustaining the pace necessary to support the optimistic predictions for year-end results that have been coming in.
Light vehicle sales are expected to hit the 1.3 million unit threshold by the end of the month, which would translate into an 11.4% YOY gain.
Low interest rates, increasing availability of credit and premium value placed on trade-ins are all fueling the resurgence in sales. New vehicle designs are also said to be having a positive effect.
“Ford is poised to post significant gains, with an increase of 15.3 percent because of strong demand for the Fusion and Focus, both of which improved sales by more than 20 percent in the first quarter,” said Alec Gutierrez , senior market analyst of automotive insights for Kelley Blue Book . “Consumer demand for new vehicles is strong, which is evident in the strength of the retail market.”
Here are April estimates by manufacturer:
| Make | 4/2013 units | % Chng |
| GM | 239,000 | 12.0% |
| Ford | 208,000 | 15.3% |
| Toyota | 192,000 | 7.8% |
| Chrysler | 158,000 | 11.9% |
| American Honda | 130,000 | 6.5% |
| Hyundai/Kia | 109,000 | -0.7% |
| Nissan NA | 88,000 | 23.4% |
| Volkswagen | 56,000 | 13.7% |
| Total | 1,320,000 | 11.4% |
| Source: Kelley Blue Book | ||
And by vehicle class:
| Vehicle type | 4/2013 units | $ chng |
| Mid-sized car | 240,240 | 8.5% |
| Compact car | 191,400 | 12.1% |
| Compact crossover | 157,034 | 22.5% |
| Full-size pickup | 154,759 | 26.3% |
| Subcompact car | 55,440 | 8.0% |
| Total | 1,320,000 | 11.4% |
| Source: Kelley Blue Book | ||
RBR-TVBR observation: Keep following RBR-TVBR’s Monday morning Vital Stats feature as we spotlight the car preferences and radio and TV fans. In the series, we take at the audience for various radio and television program formats, show age and income, detail how many are in the market to buy a vehicle, and list their top 12 favorite brands. It’s info you can take local dealers to pinpoint the value of your audience. The six-part series has three radio and three television installments, and is available to RBR-TVBR subscribers. Check it out!
