Data, Data, Ber Alles!
TTAC’s B&B are a tough crowd. After we published that Germany, for the second month in a row, saw a sales increase of 40 percent over the same period in the prior year, a month-by-month accounting, complete with graphs was demanded. That request was fulfilled. Then, more demands.
The handover of data on Germany’s auto exports was insisted on. Sorry, don’t have, except for the vague statement that Germany usually produces 6 million cars, of which it usually exports 3 million, the other 3 million are consumed at home. This is likely to change as the home market is on fire while other markets tank. With the EU in its various permutations, the definition of “export” is getting blurred anyway.
A request for an explanation of Germany’s seasonality was made; the explanation given.
The interest in Deutschland’s macro economy is flabbergasting. To satisfy the hunger for hard Teutonic data, here is the total breakdown of new car registrations in Germany for the month of June, provided by the ever so efficient Kraftfahrt-Bundesamt, the German equivalent of the NHTSA. (The KBA is also dear to the heart of German drivers, because it keeps a tally of the brownie points awarded for one’s driving skills.)
For those who are a bit rusty with their German, here some handy phrases:
Neuzulassungen von Personenkraftwagen im Juni 2009 nach Marken: Registrations of new passenger vehicles in June 2009, by brand.
Marke = brand
Anzahl = quantity
Anteil in % = Share in percent
Veränd. in % gegenüber Juni 2008 = Percent change versus June 2008
To figure out the rest is left as an exercise to the student. Now put that on your Hamburger and eat it. (For a moderate fee, more data will be provided on a case-by-case basis.)
Bertel Schmitt comes back to journalism after taking a 35 year break in advertising and marketing. He ran and owned advertising agencies in Duesseldorf, Germany, and New York City. Volkswagen A.G. was Bertel's most important corporate account. Schmitt's advertising and marketing career touched many corners of the industry with a special focus on automotive products and services. Since 2004, he lives in Japan and China with his wife <a href="http://www.tomokoandbertel.com"> Tomoko </a>. Bertel Schmitt is a founding board member of the <a href="http://www.offshoresuperseries.com"> Offshore Super Series </a>, an American offshore powerboat racing organization. He is co-owner of the racing team Typhoon.
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Wealth transfer. It's what government does. C4C is the perfect example.
Thanks for the data Bertel. The one that surprised me was the brand with the biggest sales increase - Lada +138.2% !!!! You mean to tell me that between January and June, 2704 people looked at all the great small cars you can buy in Europe and said "nein, I'd rather drive a Lada instead."
petrolhead85, I'm with you. I just looked up their prices, and Kalinas in Germany with an 8V engine were over 7,000 euros. With a 16V it was over 8K. I can't believe there were 2704 chumps, so I'm assuming a great bit of rebates.
I don't know which of the Lada models sells best. Can't imagine that it is the Kalina. Never have seen any of these on the street. Perhaps it is the Niva? A small, rugged offroader with no frills. Now you can also have the 2107, which gives you the Fiat 124 feeling. At least, they are no eyesore. But let's not forget that Lada still has a dedicated ownership in East Germany. The Lada infrastructure might be quite good there.