CHICAGO -

As spring approaches and many are day-dreaming about warmer, sunnier weather, fuel efficiency is making traction with shoppers in the market for a new vehicle.

For the second month in a row, Porsche’s ad for the Panamera Hybrid took the top luxury ad spot in January, according to Phoenix Automotive’s January Auto Insights report.

Kevin Severance, senior analyst for Phoenix Automotive, pointed out this ad emphasizes performance, innovation and fuel-efficiency.

Porsche drew the most attention with its spot titled “Plug In Sport.” This TV ad depicts the Panamera Hybrid alongside cables carrying an electrical current.

With the ad suggesting that although “few things on Earth move faster than electricity,” but they’re “working on it,” Porsche is driving home the performance and speed potential of its hybrid unit.

Severance explained this ad is boosted by the following performance drivers: engagement, impact, cognitive, empathy and relevance connections.

The top non-luxury ad for January also capitalized on fuel-efficiency, as well as safety.

In Chevrolet’s holiday sales event ads for the Cruze, the automaker featured a Santa look-alike salesman promoting the Cruze as a “safe, fuel-efficient ride with 10 standard airbags and an EPA-estimated 38 MPG highway,” Severance explained.

Severance pointed out the main performance driver for this ad was focal connection, or fuel efficiency.

Energy Information Administration data shows that the average price of regular grade gasoline (all formulations) fell  from $3.30 to $3.29 per gallon last week, but low gas prices don’t seem to be turning consumers away from more fuel-efficient rides.

These units are also performing strongly in the lanes.

NADA Used Gar guide predicted that some of the largest price increases at auction this week will be seen in the midsize car segment, which is expected to see rates grow by 1.2 percent ($150), and the compact car segment, expected to grow by 0.9 percent or $100.