Market Share In The First Half Of 2011

Edward Niedermeyer
by Edward Niedermeyer

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


Edward Niedermeyer
Edward Niedermeyer

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  • PintoFan PintoFan on Jul 05, 2011

    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.

  • John Horner John Horner on Jul 05, 2011

    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.

    • See 4 previous
    • Ubermensch Ubermensch on Jul 06, 2011

      @Sam P I am a former VW owner (B5 Passat) and a current Subaru driver and regardless of my last terrible VW experience I might consider replacing my Subaru with a VW. Reviewing CR confirms that VW may be on the mend at least as far as the car I am interested in (Golf/GTI). There is nothing in the current Subaru lineup that interests me anymore. A friend recently bought a new Outback and it is everything I thought it would be. Large, top heavy, floaty, cheap interior (4 speaker stereo, really?). Everything that made the old Outback unique and IMHO superior to CUV/SUV rivals is gone. No wonder it is selling so well.

  • ToolGuy This might be a good option for my spouse when it becomes available -- thought about reserving one but the $500 deposit is a little too serious. Oh sorry, that was the Volvo EX30, not the Mustang. Is Volvo part of Ford? Is the Mustang an EV? I'm so confused.
  • Mikey My late wife loved Mustangs ..We alway rented one while travelling . GM blood vetoed me purchasing one . 3 years after retirement bought an 08 rag top, followed by a 15 EB Hard top, In 18 i bought a low low mileage 05 GT rag with a stick.. The car had not been properly stored. That led to rodent issues !! Electrical nightmare. Lots of bucks !! The stick wasn't kind to my aging knees.. The 05 went to a long term dedicated Mustang guy. He loves it .. Today my garage tenant is a sweet 19 Camaro RS rag 6yl Auto. I just might take it out of hibernation this weekend. The Mustang will always hold a place in my heart.. Kudos to Ford for keeping it alive . I refuse to refer to the fake one by that storied name .
  • Ajla On the Mach-E, I still don't like it but my understanding is that it helps allow Ford to continue offering a V8 in the Mustang and F-150. Considering Dodge and Ram jumped off a cliff into 6-cylinder land there's probably some credibility to that story.
  • Ajla If I was Ford I would just troll Stellantis at all times.
  • Ronin It's one thing to stay tried and true to loyal past customers; you'll ensure a stream of revenue from your installed base- maybe every several years or so.It's another to attract net-new customers, who are dazzled by so many other attractive offerings that have more cargo capacity than that high-floored 4-Runner bed, and are not so scrunched in scrunchy front seats.Like with the FJ Cruiser: don't bother to update it, thereby saving money while explaining customers like it that way, all the way into oblivion. Not recognizing some customers like to actually have right rear visibility in their SUVs.
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