Market Share In The First Half Of 2011
In the battle for market share, Detroit is making something of a comeback. After decades of decline, the unprecedented taxpayer investment in Detroit seems to be yielding dividends in the form of solidifying signs of recovery. Of course, these firms still have a long ways to go before they’re done reversing their long declines, and the turnaround has doubtless been fueled by temporary phenomena like the Toyota recall and the Japanese tsunami. Still, these are some of the first big-picture signs of a serious change in fortunes for Detroit, and deserve the attention of market watchers (graphs can be found in the gallery after the jump, along with a graph of June and Y-T-D market share).
ABCDEFGHIJKLM12 3 AutomakerJun ’11Jun ’11 ShareJun’10Jun’10 ShareYTD ’11YTD ’11 ShareYTD ’10YTD ’10 ShareYTD share diffJUN share diff4 BMW Group26,9082.55%23,3752.38%143,7842.27%121,8402.17%0.10%0.18%BMW Group5Chrysler Group120,39411.43%92,4829.40%639,93210.10%527,2199.39%0.71%2.03%Chrysler Group6Daimler23,0372.19%19,5801.99%120,7451.91%110,3551.97%-0.06%0.20%Daimler7Ford193,41518.36%175,69017.86%1,069,73616.89%981,35217.48%-0.59%0.50%Ford8General Motors215,33520.44%194,71619.79%1,261,61019.92%1,077,60119.19%0.73%0.65%General Motors9Honda83,8927.96%106,62710.84%607,4429.59%593,90910.58%-0.99%-2.87%Honda10Hyundai Group104,2539.90%83,1118.45%567,9018.97%425,8517.58%1.38%1.45%Hyundai Group11JLR4,5410.43%4,4080.45%23,7020.37%20,8150.37%0.00%-0.02%Jaguar Land Rover12Maserati1890.02%1800.02%1,0970.02%9120.02%0.00%-0.00%Maserati13Mazda19,3071.83%18,2381.85%122,3791.93%115,7192.06%-0.13%-0.02%Mazda14Mitsubishi8,2990.79%4,1980.43%44,1150.70%26,4900.47%0.22%0.36%Mitsubishi15Nissan71,9406.83%64,5706.56%504,9737.97%440,3327.84%0.13%0.27%Nissan16Porsche2,5460.24%2,1410.22%15,5420.25%10,9830.20%0.05%0.02%Porsche17Saab3230.03%2160.02%3,4710.05%7380.01%0.04%0.01%Saab18Subaru19,7941.88%21,6012.20%132,0492.08%125,9602.24%-0.16%-0.32%Subaru19Suzuki2,2780.22%2,0350.21%13,4020.21%11,5490.21%0.01%0.01%Suzuki20Toyota110,93710.53%140,60414.29%812,78812.83%846,54215.08%-2.24%-3.76%Toyota21Volkswagen38,6733.67%29,7683.03%210,8773.33%175,1403.12%0.21%0.65%Volkswagen22Volvo7,1000.67%–36,3040.57%–Volvo23Other2440.02%2410.02%1,4640.02%1,4450.03%-3.16%-6.34%JP24TOTAL1,053,405983,7816,333,3135,614,752
More by Edward Niedermeyer
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Another day of good news for Detroit, another day of frantic and obvious denialism from Tokyo. But in all honesty, the arrogance and underestimation will only continue to play to Detroit's advantage, so let it continue. Mitsubishi continues to dawdle in zombie land, no suprises there. Hopefully Mazda's shrinkage will continue as well. That Chrysler's percentage increae was bigger than either GM or Ford is surprising to me, but certainly not in a bad way.
Mitsubishi, Suzuki and Saab should pack their bags and get out of town while they still have the clothes on their back. No company can sell mass market vehicles in the US and make a profit with a market share under 1%. In fact, I would bet that the minimum break even point for a mass market brand is probably somewhere at 5% or greater. It costs a lot of money to engineer and build vehicles to US requirements. More money still is required to support them with sufficient advertising. Subaru and Mazda both appear to be on the bubble. Perhaps Subaru is a special case as they are kind of a niche vehicle and kind of mass market. Even with Subaru's recent growth, I wonder if they actually make a profit on their US adventures. They ended up part of the failed GM global relationship strategy for a reason, and recently have gotten into a thing with Toyota. All things considered, Mazda USA remains troubled. They don't sell very many vehicle in this market, and many of the ones they do sell end up in rental fleets. Isuzu was the first of the second rate Japanese makers to leave the US market (Daihatsu never made the jump from third to second rate!) Mitsubishi and Suzuki have neglected to make their departure official, but for all practical purposes are already gone. Mazda is next in line unless they pull a very big surprise out of the hat. VW has been loosing money in the US for years, and despite recent gains is still only a little over 3% market share. At least VW has decided to make a big investment in moving that needle. If they succeed, the gains probably come mostly out of the Japanese brands. I think that Subaru and Mazda buyers are ripe for VW conquest. All three brands appeal to those who want something good, but also want something that not everyone else on the block has.