For many automakers, having one of the coveted Super Bowl ad spaces paid off.
According to Kelley Blue Book, new car searches on KBB.com increased for many automakers, including specific models such as the Mercedes-Benz AMG GT.
Kia saw the greatest per cent increase of KBB.com new-vehicle searches following its Super Bowl ad for the Sorento truck with a 68 per cent increase, followed closely by Dodge at 62 per cent with help from its “Wisdom” commercial and Fiat and its “Blue Pill” spot, says the company.
One notable increase was seen in the Lexus RC 350, which rose as high as 1,820 per cent in new-car searches on KBB.com — the most of any advertised model during the latest Super Bowl.
“Lexus used its new performance car’s name, the RC 350, to inspire a commercial with playful themes and engaging visual appeal. The automotive ballet between real and remote-controlled Lexus coupes drove the largest increase in model-level activity at KBB.com,” said Karl Brauer, senior analyst, Kelley Blue Book.
