#April2015Sales

Subaru reported the brand’s 41st consecutive month of year-over-year U.S. sales improvement last month and in so doing produced the brand’s highest-volume April in the history of Subaru of America.

47,241 Subarus were sold in the United States last month, an 18% increase compared with April 2014. The 7,158-unit increase was powered by gains from the Forester, Outback, Legacy, XV Crosstrek, and the WRX/STi.

High-riders – the Forester, Outback, and XV – accounted for 71% of Subaru’s volume last month.

During a month of great turmoil at Volkswagen’s German HQ, including expressions of real disappointment regarding the brand’s lackluster performance on the other side of the Atlantic, Volkswagen of America tripled its Golf sales total.

Yes, U.S. sales of the Volkswagen Golf line skyrocketed 206% in April 2015, year-over-year. Yet with only 5,508 total Golf sales last month, the Golf continues to be a low-volume compact car in the United States. Combined, the Jetta and Golf (which no longer share a platform) are still just upper-mid-pack players, nearly 900 sales back of the fifth-best-selling compact, the Ford Focus, last month.

The Golf family was, however, the key bright spot at Volkswagen of America in April. Brand-wide sales slid 3% in April 2015, the third consecutive month (and 21st in 25) that Volkswagen brand sales have decreased on a year-over-year basis.

It’s only been on sale ten months. But those who hoped BMW wouldn’t be able to repeat the X6’s moderate levels of success will be disappointed to hear the BMW X4 just recorded its best U.S. sales month so far. 920 copies of the X4 were sold in April 2015,

April’s total was 89% better than the average monthly total from the first-quarter of this year. Moreover, April’s X4 U.S. sales total was 54% better than the total from the prior month, when the U.S. new vehicle market was 6% larger. Indeed, the X4’s April total of 920 units was 12% greater than the total achieved by BMW USA in December of last year, December being the month for luxury auto sales in America.

U.S. sales of the Buick Encore have increased, on a year-over-year basis, in each of the last 16 months. That streak includes these last five months, a period in which a more affordable twin of the Encore, the Chevrolet Trax, has also been generating meaningful U.S. sales activity.

Encore volume grew 31% in the five months preceding the Trax’s U.S. launch. Since the little Chevy’s arrival, not only has the Encore avoided a decline, the rate of its volume expansion has hardly slowed: Encore sales jumped 28% between the final month of 2014 and April 2015.

In fact, as General Motors attracted 7,477 sales with the less costly Trax in March and April, Buick reported the best month ever for the Encore in March and the second-best ever Encore performance in April, the latter being a slightly slower month for the overall auto industry.

Full-size pickup truck sales improved by a modest 3.1% as the U.S. auto industry climbed 4.6% in April 2015.

As a whole, the pickup truck category increased its sales at a faster clip than the overall industry, rising 7.8% thanks to 46% gains from small/midsize pickups, vehicles which accounted for 15% of all pickup truck sales in April 2015, up from 11% at this time a year ago.

The U.S. auto industry was projected to make 6% gains in April 2015, an increase that would have produced at least 80,000 more April sales this year than in April 2014.

Instead, April 2015 auto sales grew by less than 5%, and the industry’s volume improved by around 64,000 units. Auto sales are healthy, but why weren’t they quite as healthy last month as anticipated?

There are hundreds of factors to consider, from Bob realizing that new patio furniture was more important than a new Ram EcoDiesel, to the decreased demand for certain aging models. But if one vehicle category needed to accept blame, it would be passenger cars.

Compared with the prior month, General Motors’ U.S. market share increased by more than two percentage points to 18.5% in April 2015. Toyota’s trio of brands lost slightly more than half a percentage point. American Honda jumped from 8.2% to 8.9%.

Nissan and Infiniti dropped by nearly two percentage points as the automaker suffered its normal, anticipated, severe drop-off in April volume. The auto industry’s size decreased 6% between March and April; Nissan USA’s sales fell 24% during the same period.

A predicted 6% increase in April 2015 auto sales ended up as a 5% year-over-year boost, equal to nearly 65,000 more sales last month than in the same period one year ago.

The biggest gains among volume brands were produced by Jeep (with its best-ever month and a 20% increase to 71,759 April sales), GMC (another no-car brand), and Subaru.

Honda, Volkswagen, and Kia all posted slight losses, however, and the gains produced by big brands like Toyota, Hyundai, and Chevrolet weren’t all that significant. Ford, the best-selling auto brand in America, was up 5%. General Motors’, the top-selling manufacturer, increased 6% despite the third Buick decline in four months.