By on October 24, 2014

The Chrysler Toledo Assembly Complex used to produce Jeep Cherokee in ToledoIn September 2014, for the first time since September 2011, the Chrysler Group sold more new vehicles in the United States than Toyota USA.

But while the results from three years ago involved post-tsunami struggles for many Japanese automakers and 27,000 extra Chrysler Group sales, September 2014’s numbers point more exclusively to the gains made at Chrysler’s five brands.

Once again, Chrysler Group sales increased by around 27,000 units, year-over-year. Toyota sales, including Lexus and Scion, also increased, rising less than 2% last month. In September 2011, total Toyota USA sales tumbled 17%.

In fact, the Chrysler Group outsold Toyota USA on four occasions in 2011: May, June, August, and September. (The earthquake-induced tsunami occurred in March.)

On an annual basis, the Chrysler Group hasn’t outsold Toyota USA since calendar year 2005, when 2.3 million Chrysler products and 2.26 million Toyota products were sold.

Fast forward two years from that point and we arrive at Toyota USA’s best-ever year. 2007 sales rose 3% to 2.62 million sales, 544,000 more than Chrysler, Dodge, and Jeep managed that year. 2007 also marked the beginning of a three-year streak in which Toyota USA outsold the Ford Motor Company. On an annual basis, Ford hasn’t allowed that to happen since 2009.

Toyota Chrysler car sales chart September 2014Lest we assume September marks a return to the days of the Big Three being the quasi-Detroit Three, remember that Toyota, Lexus, and Scion have outsold Chrysler, Dodge, Fiat, Jeep, and Ram by nearly 239,000 units over the course of 2014’s first nine months.

Indeed, the gap in September equalled just 2611 units. Excluding commercial vans, the gap shrinks to 725 units. Excluding commercial vans and pickup trucks, the gap reverses in Toyota’s favour to 15,158 units.

The Chrysler Group is also a prominent builder of SUVs and crossovers, with 67,025 September sales from five Jeeps and two Dodges. Toyota and Lexus combined for 52,459 utility vehicle sales from the Lexus GX, LX, and RX and Toyota’s 4Runner, FJ Cruiser, Highlander, Land Cruiser, RAV4, Sequoia, and Venza.

Toyota Chrysler Light Truck Sales Chart September 2014Do the math and you’ll end up with 85,499 Toyota car sales and 40,063 car sales at the Chrysler Group, Fiat 500L included.

The fact that Chrysler outsold Toyota was little more than an interesting tidbit of September 2014 auto sales news given that, up to this point, it’s only happened once in 36 months. Of far greater interest would be Chrysler Group sales results if the company’s passenger car volume came remotely close to matching industry leaders.

Even without cars, the Chrysler Group sold more trucks, minivans, SUVs, crossovers, and commercial vans in September 2014 than their total vehicle sales in September 2011. More “light trucks” were sold by the Chrysler Group than the complete new vehicle sales totals achieved in September 2014 by American Honda, Nissan/Infiniti, and Hyundai-Kia.

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53 Comments on “Chrysler Group Outsold Toyota USA In September 2014...”


  • avatar
    elimgarak

    Cain’s segments are the best thing about ttac

  • avatar
    rpol35

    You can parse the numbers anyway that you want but they are what they are. (Bertel Schitt must be reaching for a glycerin tablet right about now!)

  • avatar
    petezeiss

    DERP!

    We git urr jerbs bakk now?

    Murica!!

  • avatar

    Ha! Fiat can still sell a car or two.

    • 0 avatar
      petezeiss

      Want Qubo!

    • 0 avatar
      nickoo

      I’m actually not sure fiat corporate should get that much credit for Chryslers roaring comback. A lot of it was in the pipe pre-fiat takeover and some of the fiat models have had their teething issues such as the dart roll-out and the controversial yet hit styling of the Cherokee. I think the upcoming refresh for the 2015 chrysler 300 is going to be a flop from the rumors and possibly leaked pic on allpar. In 2017-2018 when pretty much everything is all co-developed fiat-chrysler product including new engines and platforms, then we can really get a good look at where the merger is going.

  • avatar
    challenger2012

    How is it that Fiat, with maybe 1/10 the engineering resources of MB and maybe 1/100 the prestige of MB has been able to turn Chrysler into profit machine? Chrysler has been improving month after month, year after year in sales. I wonder if the Germans are looking at Fiat’s success and evaluating what they did wrong. I bet not. Speaking of which, I wonder if those who opposed saving GM and Chrysler are re-evaluating their stance in light of GM’s and Chrysler’s success as well. I bet not.

    • 0 avatar
      VoGo

      Fiat’s “secret” is this. The US car market is at its peak, at about 16M new vehicles sold annually. The other carmakers cut capacity during the recession, or re-purposed it to sell to China and the developing world. FCA was the only carmaker with real manufacturing capacity remaining, mostly because they have lost so much market share in the last decade.

      So now that consumers are back buying cars, FCA is filling the additional demand, while competitors raise prices and focus on profitability and building their brands.

      Time will tell which is the right strategy; the key for FCA will be to convince consumers that its product is as good as competitors, not just the cheapest option.

      • 0 avatar
        heavy handle

        FCA’s top sellers are pickups and Jeeps, which both have huge profit margins. I’m not sure that you can argue that they are somehow less focused on profits than other makers. If anything, Toyota should be less profitable with it’s fleet-favorite Camry.

        • 0 avatar
          VoGo

          Yes, FCA sells a lot of trucks, but their transaction prices are lower than mainstream brands.

          For FCA to call the Camry a fleet favorite sounds a lot like Kettle/Pot. Only Honda gets to cast those stones.

          • 0 avatar
            heavy handle

            Do Ram pickups really have lower transaction prices than Ford/GM? They list around the same price and offer similar incentives, so this would surprise me. People I know who’ve purchased Rams recently mentioned that they did so for the product rather than the price (they would have paid similar amounts for competing products).

          • 0 avatar
            VoGo

            RAM is on a roll, but still sells for inferior pricing. This will be exacerbated as Ford rolls out the new Aluminum F-150.

            Caravan sells for less than Sienna and Ody.

            Journey sells for way less than Highlander and Explorer.

            Compatriots sell for less than any cute utes, except perhaps Mitsubishi.

          • 0 avatar
            bball40dtw

            The RAM has about $1000 more on the hood than the Silverado or F150. It also has a lower average transaction price, which doesn’t account for incentives. The ATP for the RAM has gone up a good amount this year though because of the diesel option.

            I would say a better comparison to the Highlander and Explorer would be the Durango. The transaction prices would be similar to the competition, but Ford and Toyota move more units in that segment. If you get out of the 3 row SUV segement, the Grand Cherokee has no competition from Toyota.

          • 0 avatar
            danio3834

            The average transaction price of Chrysler Group vehicles as a whole (CDJRF brands) vehicles are about $3,800 higher than the ATP of Toyota group vehicles and about $1,200 higher than industry average.

          • 0 avatar

            Fleet Queen is a white Altima. Right now I am driving one and it sucks. I actually was offered choice between Camry and Altima and now feel like made a wrong choice.

      • 0 avatar
        petezeiss

        “not just the cheapest option”

        But that’s pretty powerful medicine for an increasingly pauperized middle class. Combined with even a modicum of reliability and spread among most segments, cheap can rule.

      • 0 avatar
        ect

        That’s rather too glib.

        The truth is that Chrysler was a dead company by 2007, even before the Great Recession. I was sure they were doomed, as were almost all other observers. Apparently, I was wrong.

        The company’s recovery under Fiat has been nothing short of miraculous. I wouldn’t have predicted it, am quite astonished by it, but it’s a fact that can’t be ignored.

        Not only has the overall US market grown since 2009, but Chrysler has consistently grown faster than the market – from (according to Ward’s) 8.79% market share in 2009 to 11.33% in 2013. At the same time, they’ve moved from huge losses to huge profits, and renewed/improved their product line.

        I don’t drive a Chrysler/Fiat product, nor do I own stock in the company. But I have to respect what the company has achieved.

        • 0 avatar
          highdesertcat

          ect, you weren’t wrong! Chrysler died. So did GM. Each was given 90 extra days after Dec 31, 2008, to keep the lights on by Shrub. That expired on March 31, 2009.

          At that point the new adminsitration had decided to resurrect the dead with bailouts, handouts and nationalization, all at US taxpayer expense.

          Now, the revisionists will try to sell us a different version of the same facts, as they interpret them.

          All in all, the best thing that happened was that we, the people got rid of Chrysler’s carcass, albeit with a $1.3Billion bribe to get Sergio to take it. Hey, it’s only money, and 47% of Americans don’t pay any income taxes at all, so why should they care?

          The GM albatross, however, we are still stuck with. We should have bribed China to take GM off our hands or liquidated that insolvent disaster. Alas, that did not happen because of the hold of the UAW over the current administration.

    • 0 avatar
      SCE to AUX

      Fiat and Chrysler is a marriage of equals. I believe both companies are agile enough to produce interesting products that don’t necessarily compete directly with others. I’m impressed with their integration so far.

      Who else builds a Jeep? Who else offers a small diesel in a full-size pickup? Who owns the minivan market? Who else still offers a full-size rear drive sedan? And… Hellcat.

      Still no hybrids, but nobody cares. Even the 500e is a pretty good car, even though Sergio loves to hate it.

      Daimler and Chrysler was bad ju-ju from the beginning.

  • avatar
    319583076

    I’m considering adding a Mopar sale in November…

  • avatar
    319583076

    I’m considering adding a Mopar sale next month…

  • avatar
    jeoff

    I think that the difference between the outcomes with MB and FCA is the difference between *want* and *need*. MB *wanted* Chrysler, so they MB could be bigger. FCA really *needed* Chrysler to survive.–FCA was more than willing to sacrifice some of its own DNA to make the merger work, MB was not.

    • 0 avatar
      schmitt trigger

      Regardless of whether one likes or not its leadership style, Sergio M. is one shrewd and smart business person.

    • 0 avatar
      05lgt

      I think MB got what they wanted, which wasn’t to grow Chrysler brands, but to gain access to a design method and equipment. I think Fiat is also getting what they wanted, which was income from car sales. I like what FCA is doing a lot more than what MB did, but that doesn’t mean MB was bad at getting what they wanted.

  • avatar
    APaGttH

    Tundra sales still haven’t exceeded the 200K annual goal that Toyota set all the way back in 2007 – they only came close once, and never recovered after the meltdown.

    Fiastler is selling every Ram truck they can build because…they are very good fuel efficient trucks that are also capable.

    • 0 avatar
      VoGo

      Good point on the Tundra. Toyota thought they could take 200K in annual sales, just because they had the best product. Little did they realize how irrational the pickup market is.

      Maybe if they had invested in more stickers featuring a cartoon boy and tiger urinating on competing logos, they wouldn’t be in this situation.

      On Ram fuel economy: the V6 and diesel look great right now; funny how FCA conveniently forgets to advertise Hemi fuel economy. Let’s see how the new F-150 does before we hand FCA any more economy trophies.

      • 0 avatar
        heavy handle

        A good friend runs a shop that works almost exclusively on pickup and light truck fleets. His opinion, working on them every day, is that none stand-out as being better built than the others, including Toyota. The only outlier is Nissan which has had more issues. He tells his customers to shop on features/configuration rather than on brand perception.

      • 0 avatar
        danio3834

        “funny how FCA conveniently forgets to advertise Hemi fuel economy”

        They do advertise V8 fuel economy, it’s rated the same as the Ford’s TT V6 when equipped with the 8 speed transmission. It’s just not as impressive a figure as the diesel and V6 mileage, so you’ll hear about those more.

        • 0 avatar
          VoGo

          Thanks, Danio,
          But once Ford and Chevy bring their new transmissions to market, FCA will be challenged to keep up with their efficiency in the V8s. Especially in the aluminum F-150.

          FCA has done a lot to dress up its current set of products. But without investment in new platforms and engines, they will not be able to continue their sales momentum. Not without being the cheapest vehicle in the market.

          Where will the money come from to put the 300/Charger on a new platform? When will the old Hemi get replaced? Will Benz still engineer the Grand Cherokee for them? How can they compete in pickups when Ford and GM have 50-100% more volume?

          FCA is not a stock I would buy to hold long term.

          • 0 avatar
            SC5door

            “But once Ford and Chevy bring their new transmissions to market, FCA will be challenged to keep up with their efficiency in the V8s. Especially in the aluminum F-150.”

            Great. And then RAM will get another redesign, you act as if they’ll just continue with the current truck until the end of time.

            “Where will the money come from to put the 300/Charger on a new platform? When will the old Hemi get replaced? Will Benz still engineer the Grand Cherokee for them?”

            The next step for the 5.7L will be direct injection, and the Pentastar motors will receive it as well. The current HEMI isn’t that old, and gets better economy than Toyota’s 5.7L.

            Also Jeep did the engineering on the WK2 and W166, not Mercedes.

          • 0 avatar
            danio3834

            “Where will the money come from to put the 300/Charger on a new platform? When will the old Hemi get replaced? Will Benz still engineer the Grand Cherokee for them? How can they compete in pickups when Ford and GM have 50-100% more volume?”

            There are answers to these questions available on the internet with some searching and some reasonable inferences. I wouldn’t buy stock in a company I haven’t researched either.

    • 0 avatar
      sckid213

      “Tundra: the truck that’s changing it all.”

      LOL

  • avatar
    319583076

    I might add a sale this month…

  • avatar
    VW16v

    Buyers are more educated now and sales are showing the resluts. The GM and Toyota recalls also did not help.

  • avatar

    The Venza outsold the GX 460? Wow. I never see Venzas, but I see GX 460’s everywhere, specifically the updated 2014 GX 460 with the spindle-grille treatment. Maybe it’s just an odd month, because I find it odd that this would have been the case all along…

    • 0 avatar
      JGlanton

      FWIW, I see Venza’s everywhere. They do have that Toyota air of invisibility, however, so one must have a keen eye. Camry’s are everywhere but I never see them. Which reminds me, I know a slightly paranoid guy that thinks that undercover cops are following him around in Camry’s. Venza’s would also be a good choice for that task.

      • 0 avatar

        “I know a slightly paranoid guy that thinks that undercover cops are following him around in Camry’s.”

        You know, I had that exact same thought. And a V6 Camry can be pretty sprightly, too…

      • 0 avatar
        SpinnyD

        Bad Boys, Bad Boys, Whatcha gonna do?

        https://www.google.com/search?q=camry+police+car&client=firefox-a&hs=f6R&rls=org.mozilla:en-US:official&channel=sb&source=lnms&tbm=isch&sa=X&ei=Pq5KVJSuBMypyASlqoHoCg&ved=0CAgQ_AUoAQ&biw=1280&bih=589

    • 0 avatar
      Timothy Cain

      244,495 Venzas have been sold in the U.S. since Toyota brought it to market in late ’08, 243,021 since January 2009 and an average of 2823/month over the last 21 months. GX sales in the U.S. since the beginning of ’09? 73,468, about one for every 3.3 Venzas. Since the beginning of last year, the GX has averaged 1340 sales/month in the U.S.. In 2014, the Venza sells about 47% more often.

    • 0 avatar
      05lgt

      if it weren’t for your 2014 specifically, I’d propose that the GX lasts more years than the venza and is represented on the road more than on a sales chart, but… poof. Nice hood?

  • avatar
    JGlanton

    I’m surprised that the new Cherokee is selling so well. To my eye it’s funky looking, and in 4WD with decent level of trim it is $30K+. I went to the Jeep dealer to give it a fair shake in person but couldn’t get over it’s washtub on wheels look. I did see quite a few in Colorado when I was there recently. In California I rarely see one.

  • avatar
    Fred

    I bet Toyota made more money than Chrysler.

  • avatar
    CJinSD

    PT Barnum was right. There really is one born every minute. I know lots of former Chrysler owners. FCA is Detroit VW.

  • avatar
    STRATOS

    FCA sales march can be attributed to good suv/truck lineup priced below competition.Their cars are also starting to move.There is no special magic.Good quality at reasonable price can erase all past perceptions of Chrysler.They are also playing the patriotism card in the US.that is also helping.

  • avatar
    seanx37

    Great. They had good sales. Did they turn a profit? I am betting those $99 a month Dart leases, and $229 Charger leases didn’t exactly generate a lot of profit. All it did was move old metal off the lots.

    • 0 avatar
      05lgt

      thier stock is traded. The information should be easy to find. Yup, one google search and the Q2 / H1 presentation has 197 million euro profit right on page 3. If you want that broken out to specific business units within FCA group you’ll need to schedule a session with a psychic or something. I’ve never seen a business that can actually figure out what costs come from where.

  • avatar

    I’m glad I drove my 79 Lebaron today. Even working at Ford dealership, I have a huge soft spot for Mopar.

  • avatar
    mags1110

    All I want to express is how happy I am for an American car manufacturer to be advancing them selves and securing thousands of jobs here where we really need them. I leased a car almost 3 years ago as I was embarrassed by the quality of some American vehicles, but I have always felt a bit guilty. In three months when my lease is up I will be so happy to trade the kia to dodge and feel proud doing so. I know this doesnt solve the worlds problem but im an American and its time I put that first, so to the rest of the world, F×ck you

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