If Dataium’s Auto Shopper Intensity Index from last month is any indication, December’s new-vehicle sales are likely to be “positive but less than stellar,” and the New Year will probably ring in with a softer car market.

Dataium explained that although the seasonally adjusted annualized rate is above year-ago figures and full-year sales should eclipse 13 million, lead volume and traffic was down for dealership websites in the November ASI index.

Based on the latest reading of the index  — which is designed to project car sales 30 to 45 days in advance — it likley means January will see slower new-car sales. 

“In spite of a relatively strong Thanksgiving weekend, the November ASI reflects seasonal trends that point to a slowdown in automotive shopping through the remainder of the holiday season and into the New Year,” stated Eric Brown, Dataium’s chief executive officer.

“However, compared to 2010, the SAAR numbers signal growth in the industry and should close the year above 13 million units,” he added.

Among automakers, topping the list during November was BMW, as its lead volume climbed 27 percent. Coming in second was Saab (up 11 percent). This marked the third month that luxury brands have led the way.

As for unique visitors, Mazda topped the list (up 14 percent) even though its visitor count dropped over the Thanksgiving holiday. Ford, meanwhile, climbed 6 percent.

Sharing some more in-depth analysis, official noted that inventory searches for Kia were off 40 percent, while Hyundai dipped 33 percent. This marked the first time in months these brands have softened.

“October saw more automotive shoppers staying in the market longer which led to smaller than normal lead volume on automotive dealership websites. BMW and Chrysler were among the few manufacturers posting gains in automotive lead submissions,” officials noted.

“Perennial powerhouses Hyundai and Kia saw their first declines in many months. Decreased lead volume and visitor counts to dealership websites are troubling as we close the year out and head into January which is historically a down month for the automotive industry,” they added.