In addition to increased searches for several popular models year-over-year, Autotrader.com analysts pointed to the significant share of interest increase for the overall segment, as well as year-over-year price increases for many of these popular vehicles as evidence of rebounding interest in full-size trucks.
Month-over-month, the full-size truck segment increased 1.2 share points, but the most significant changes can be seen when compared to periods one and two years ago. Compared to December 2010, the segment's share of interest increased 5.4 points, and compared to December 2009, the share of interest increased 7.2 points -- an impressive turnaround for this important vehicle segment, say the report's authors.
Median asking prices for the most-viewed full-size trucks coincided with their popularity, with the majority showing price increases.
"Full-size trucks are closely associated with many work-related endeavors, leading us to believe that the strong renewed interest in these vehicles is a leading indicator that green blades of grass are beginning to shoot through the snow in this segment," said Rick Wainschel, vice president of automotive insights at AutoTrader.com.
Full-size trucks accounted for nine of the top 20 most viewed vehicles on AutoTrader.com in December. The Ford F-150, which has long been the most-viewed vehicle on the site, again claimed the number one spot. Also appearing in the top 20 were:
-Chevrolet Silverado 1500 at number three
-Dodge Ram 1500 at number seven
-Ford F-250 at number eight
-Chevrolet Silverado 2500 at number nine
-Dodge Ram 2500 at number 13
-GMC Sierra 1500 at number 16
-GMC Sierra 2500 at number 19
-Ford F-350 at number 20
To view the full report, including the list of the top 20 most viewed vehicles, click here.