Ad of the month US – Carvana

Carvana has been reminding Americans that they can get their next set of wheels the same they get their groceries or recent Amazon purchase: delivered.

Carvana, the online used car retailer known for massive vehicle vending machines, saw a substantial uptick in advertising awareness in the last month as it highlighted the safety and ease of getting a new car delivered during the pandemic.

On May 25, 15.8 percent of Americans had reported seeing an advertisement for Carvana, representing an increase of 35 percent from April 25, the highest jump of any brand tracked by YouGov.

YouGov Ad Awareness is based on the question “Which of the following auto and gasoline brands have you seen an advertisement for in the last two weeks?”

Much of the nation is hesitant to return to public places, and Carvana’s latest advertising highlights its online buy and sell interface, as well as touchless delivery and return policy.

Like other traditional auto dealers, Carvana is also touting a 90-day return policy as Americans during a time when job-loss numbers may be frightening consumers away from big ticket purchases.

According to ongoing data compiled by YouGov, nearly half (49%) of Americans said in the last 28 days that they are not at all likely to purchase a car, while roughly another quarter (23%) say they’re not very likely.

However, on the flipside, 29 percent say they’re at least somewhat likely to purchase a car or truck in the next 12 months.

All is to say, Americans will still need to purchase vehicles -- even during a pandemic. Carvana’s recent increase in advertising awareness is likely a harbinger of yet another industry forced to make lasting changes to the way it does business as a result of COVID-19.

Methodology: Ad Awareness for Carvana is based on an average daily sample size of 2,229 US adults on a four-week moving average. Contact uspress@yougov.com for more information on this data.