US Car Market Round-Up – to June 2009
Up to the end of June 2009, US New Passenger Car Registrations were down 2.54MN units, around 35%. Fortunately, June registrations showed a slight reduction in the pace of decline—down only 30.6%. Unsurprisingly, GM (-40%) and Chrysler (-45%) have taken most of the pain, while Ford has fared relatively well, down 32%. But, in the volume car market, VW have weathered the storm well—down only 15%. As expected, ‘budget’ brands such as Hyundai (-11%), Kia (-6%) and Subaru (-0.2%) did best, where their value offer of price and quality had the greatest appeal.
But no-one outshone Toyota! While June itself disappointed, YTD they managed to double their market share, adding an extra 200,000 units on the way, increasing volume by almost 40%.
Japanese brands—mostly US-built – followed the market. Toyota, Honda and Nissan fell 33 – 38%, while Suzuki (-51%) and Mitsubishi (-50%), both with limited brand equity and narrow ranges, suffered more.
At the premium end of the market – AUDI (-15%) took the laurels from BMW (-27%) and Mercedes (-28%). However, with Daimler now unfettered by the ailing Chrysler, most analysts expect them to outperform the market in 2010.