A decade ago, Americans could buy minivans from Buick, Chevrolet, Chrysler, Dodge, Ford, Honda, Hyundai, Kia, Mazda, Mercury, Nissan, Pontiac, Saturn, and Toyota. In all, 14 brands fought for the attention of 1 million minivan buyers.
Zoom ahead to 2016 and the minivan market — unlike the Terraza and Uplander and Freestar and Entourage and Monterey and Montana and Relay — is not dead. Indeed, through the first six months of 2016 minivan volume is up 25 percent and this year is expected to be the best year of minivan sales since 2008. Chrysler, Dodge, Honda, Kia, Nissan, and Toyota — only six candidates spread across seven nameplates and five automakers — are each generating sufficiently healthy volume in a market that is roughly 40 percent smaller than it was a decade ago. Rather than more than a dozen nameplates each producing an average of 70,000 annual sales, the remaining players will attract an approximate average of 100,000 annual sales each.
TTAC believes it is the midsize sedan segment’s turn to revolutionize in the same manner. In fact, the revolution is already underway. (Read More…)