By on July 29, 2015


Since 2010 — when America’s auto industry was in tatters but also in recovery — General Motors, Ford Motor Company, Toyota USA, and American Honda have lost 5.5 percentage points of market share.

Through the first half of 2015, those four automobile manufacturers produced 56.1 percent of all new vehicle sales in the United States, down from 61.6 percent in calendar year 2010. 

Fortunately, over the span of five years, the market has boomed back to 2005-like heights. As a result, GM in 2015 may sell more than 3 million vehicles for the first time since 2007. Total Ford/Lincoln sales will be around 33-percent higher than the Ford MoCo total from 2010; Toyota’s 40-percent higher in comparison; Honda’s 22-percent greater.

2015 Ram 1500 Laramie Limited

But where did their market share go? The Chrysler Group, now known as Fiat Chrysler Automobiles, is now the country’s fourth-best-selling automaker; having taken over from American Honda in 2011; having not yet looked back. Together with Nissan/Infiniti, Germany’s four premium brands, and Subaru, the market share lost by GM, Ford, Toyota, and Honda is fully accounted for.

Timothy Cain is the founder of, which obsesses over the free and frequent publication of U.S. and Canadian auto sales figures. Follow on Twitter @goodcarbadcar and on Facebook.

Get the latest TTAC e-Newsletter!

19 Comments on “Chart Of The Day: Post-Recession Automaker Market Share In America...”

  • avatar

    Will be interesting to see if FCA hits its market share objectives as outlined in their Investor Day presentations last year. Seems increasingly feasible with Ford pursuing margin rather than volume with their recent launches (F-150 Limited / Mustang variants / Edge etc.)

  • avatar

    …damn, i had no idea chrysler was kicking so much ass and taking so many names!..

    …in my mind, chrysler were still a marketplace also-ran and ford were making tremendous strides forward in the public mind: apparently i was completely wrong…

    • 0 avatar

      Their fast rise hasn’t come without costs, like their recent recall woes, the need to buy back ~180K RAM pickups, and the fact that due to their unsuccessful attempts to merge with anyone, there may be another new-generation drought of new models on the near horizon, which is bad news for relatively recent yet uncompetitive models like the Dart.

      • 0 avatar

        Especially since they pushed back releases of new Jeeps and Ram trucks to funnel money into Alfa Romeo. The market share growth has come almost entirely on the back of trucks and SUVs, and they’ve set themselves up to have uncompetitive product in those segments as the older models will still be on the market for several more years.

    • 0 avatar

      Ditto. WTH is Chrysler selling? I also thought Ford wold be the main domestic beneficiary of the rout at Honda and GM.

  • avatar

    And in 2020, Volvo will have exploded their market share to 20%. Mohaha.

  • avatar

    The market crash started in 2007.

    An analysis of market share should include data up to 2006 to be even considered serious. Otherwise it’s totally out of context.

  • avatar

    If not for their myriad missteps, you’d have thought Toyota would have overtaken GM by now, let alone Ford. Likewise, you wouldn’t think that Honda would be all the way back beneath even FCA.

    Of course, if you take out fleet sales, I would imagine the numbers might be quite different.

    • 0 avatar

      Toyota doesn’t have the right, or enough, trucks.

      • 0 avatar

        Not enough? Six SUV/CUV lines, two pickup lines, one minivan line.

        Whether they are the “right” ones is of course debatable.

        • 0 avatar

          GM sells over 600K pickups a year in the US. Toyota needs more trucks in order to overtake GM in US market share.

          • 0 avatar

            Toyota has the same number of pickup truck model lines as Chevrolet. (GMC is basically a rebranded Chevrolet anyway.)

            What they need are more successful pickup trucks. The number of models is not the problem here.

          • 0 avatar

            They have the same amount of pickup lines but not the same amount of pickups. Silverado/Sierra includes HD trucks and more available permutations.

          • 0 avatar

            HD trucks are minimal volume in the big picture. More model permutations might help, though.

          • 0 avatar

            GM sells more HD trucks than Toyota sells Tundras, but you are right that it isn’t as big as the half tons. Ford is more dependent on the HD trucks than GM.

            You are also right that Toyota doesn’t necessarily have the right, or better, trucks.

  • avatar

    Fascinating charts.

    GM marketshare went up in 2011 even with only 4 brands, and has been on a decline since.

    The supply constraints of the earthquake and tsunami both hurt Toyota and Honda in 2011 – that charts are very clear. What is interesting is they never fully gained their 2010 recessionary level marketshare back even as the economy picked up and annual car sale volumes returned to pre-great recession levels.

    It appears Ford, GM, and FCA all benefited from the earthquake. This chart really shows how much impact the disruption had (hello, emergency planners in the Pacific Northwest, look at these charts)

    Really fascinating to see that Toyota’s marketshare has essentially flatlined since 2012. Had I not seen a representation this way, I would think that Toyota was still growing.

    I wouldn’t think Honda is losing ground either, but I guess a string of really bad decisions and product mix mistakes are catching up to the brand.

    With all the “bad” news coming out of FCA about product roadmap and some high profile mistakes like the Dart launch, you would think they would be doing worse – but they aren’t.

    I’d be curious to know how much of that marketshare growth at FCA is Ram and Jeep – I would suspect most of it.

    Is it really that simple to say that Honda and Toyota have lost share to FCA? Or is some of that share going to Hyundai/Kia?

    Some of the most interesting charts Mr. Cain has provided. Wish you could drill down into the data!

    • 0 avatar

      GM and Toyota market shares have been remarkably stable from 2012 to 2015. Market shares from 10 years ago (or 20, or 40) are ancient history and unlikely to return.

      Akerson and Barra have stabilized the GM market share and the profitability seems to be solid now. Whether you and I like the cars they build, the company seems to be on the right track now.

  • avatar

    ‘Together with Nissan/Infiniti, Germany’s four premium brands, and Subaru, the market share lost by GM, Ford, Toyota, and Honda is fully accounted for.’ ??

    Hyundai and Kia had no impact ?

Read all comments

Back to TopLeave a Reply

You must be logged in to post a comment.

Recent Comments

  • craiger: Why don’t more people comment on the government putting its finger on the scales?
  • craiger: 100%. If left unchecked, this idiotic forced push towards EVs will result in the death of what’s left...
  • jack4x: You can do the same with early K5 Blazers, and for the same reason. Everything besides the frame is available.
  • ajla: “Because that’s the image the target buyer wants to project” What image is that? In the land of...
  • dal20402: Gen 1 SHO owner here. “Everything to keep a gen 1 SHO on the road” is all of the parts that...

New Car Research

Get a Free Dealer Quote

Who We Are

  • Adam Tonge
  • Bozi Tatarevic
  • Corey Lewis
  • Jo Borras
  • Mark Baruth
  • Ronnie Schreiber