#November2017Sales

In a shrinking segment increasingly dominated by two longstanding nameplates, the battle for sales supremacy is quickly resembling a U.S. election. Two main players, plus a handful of also-rans. (In Europe, this would be a very different — and probably quite confusing — affair.)

For all players in the U.S. midsize sedan market, it’s really a battle to hold on to market share, to keep sales from sliding further, as more and more customers look elsewhere for family transportation. Two Japanese offerings, the Honda Accord and Toyota Camry, loom over all other challengers. In November, one of these nameplates began putting some serious distance between it and its main competitor.

Barring a blockbuster December, 2017’s light duty vehicle sales stand to dip below 2016’s record 17.55 million units. The National Automobile Dealers Association forecasts 17.1 million sales in the U.S. this calendar year, with 2018 sales falling to 16.7 million vehicles.

Bad news for automakers? Not if profits stay up. And nothing generates profits quite like large volumes of high-margin vehicles — pickup trucks, to be exact. While November 2017 was a relatively flat month for the industry, a closer look at the pickup segment shows America’s love affair with trucks is keeping the money taps flowing.

With a single month remaining in 2017, automakers are ramping up sales efforts in the hopes of finishing the year on a high note. At this time of year, most stores deploy all the tools in their arsenal, from magical incentives to generous trade-in values, in a bid to compete with consumer dollars generally spent elsewhere during December.

The preceding month was solid but not stunning, leading some to openly wonder if this’ll be the first year since the Bankruptcy Days that total industry sales will be a few units less than the previous 12 months.