Chat GPT thinks that Hyundai Motor America is Kia America‘s #1 Competitor, which kind of makes sense. However, looking at the Cross Shop Affinity Index across 379 US Kia dealers what we actually found from a volume standpoint is shoppers are much more likely to also visit Chevrolet, FCA Fiat Chrysler Automobiles and Ford Motor Company stores.

Affinity Index = number of shoppers that visited both a kia location AND a competitor brand dealership, divided by the number of shoppers who went to the Kia Dealership.

Meanwhile the Crossover Index shows what makes more intuitive sense, that Kia Mitsubishi, Hyundai and Volkswagen shoppers are the most likely to show up in their store.

Crossover Index = number of shoppers that visited both a kia location AND another dealership, divided by the number of shoppers who went to a competitor brand dealership.

It’s important to consider both sides of this when trying to better understand your true competition and build audiences for conquest targeting.

Composite Index = Crossover + Affinity / 2

Going to the local level, we analyzed these same stats for 10 busy Kia dealers and found that each location has an even more varying mix of other brands in their shopping journey. So much of this driven by the convenience and inventory levels of whatever other stores are near by.

Using Quorum cross shopping data you can identify and reach the most likely customers for your location, and it is proven that targeting consumers who are physically visiting competitive dealerships produces results similar to targeting people who are searching online with Google Ads and Bing.

Contact us to get custom ad targeting audiences based on cross shop analysis delivered to your Meta Ads, DSP, or Google Ad Manager, or CTV Platform via LiveRamp and start targeting these low funnel shoppers.