You’d be forgiven for thinking the U.S. automotive market had done a princely processional through the last month like it’s July 1999, racking up sales in record numbers. Unfortunately, the reality is more grim. Toyota and Honda experienced dramatic sales declines because their production capacity is still hugely limited as a result of the Tōhoku earthquake. At other automakers, sales from newly introduced models concealed what were actually major drops in sales of what should be established, strong products. At Chevy, the Cruze’s spectacular performance—it was the second bestselling car in the country—offset a collapse in Impala sales and the cancellation of the HHR, as well as the failure of the Malibu to capitalize on the handicapped Japanese automakers.
What we’re seeing is a regression to an older automotive sales pattern: huge numbers for high-profit trucks and SUVs, and strong sales for mainstream cars. That huge boom in niche products over the past few years, which many predicted was the way of the future? Well, a few such models, like those at the higher end of the Audi lineup, are moving in good numbers, but it’s the bread-and-butter products that are really racking up the sales. What you’ll see in the numbers below is how heavily many automakers are relying on a few core products for the lion’s share of their income.
Big Sales for Small Cars from Munich
BMW Group U.S. sales during July 2011: 26,164
Mercedes-Benz’s U.S. sales during July 2011: 21,069
Date on which an Automotive News headline said “BMW pads lead over Mercedes”: August 2, 2011
Mercedes-Benz sales without Sprinter and Smart: 19,010
BMW Group sales without Mini lineup: 21,453
BMW Group sales without Mini lineup or the 3-series: 12,813
What the numbers reveal: BMW’s overall sales in the U.S. market were strong in July—although heavy incentives to clear out remaining 2011 5-series models helped—but ultimately, the money-makers are the iconic 3-series and the burgeoning Mini brand. Maybe the upcoming compact i3 hybrid has a good shot for success after all, size be damned.
Don’t Chry for Me, Marchionne
Number of Chrysler models heavily refreshed in the past 12 months (including the Sebring-cum-200): 12
Number of those models with July 2011 sales higher than in July 2010: 6
Number of those models with July 2011 sales higher than in July 2010 by more than six percent: 3
Chance that any Chrysler-company product—refreshed or not—sold in July 2011 was a Jeep Grand Cherokee, Jeep Wrangler, or Dodge Durango: 1 in 4
What the numbers reveal: Chrysler spent significant time and money on much-needed overhauls for its core products. The new 300 and Charger are great, but the sales haven’t been thus far. Jeep is really carrying the company’s sales, and it’s clear that Chrysler and Dodge are in desperate need of small cars executed as well as its big ones.
The Italian Non-Job
Number of Ford Fiestas sold in the U.S. in July 2011: 5296
Number of Ford Fiestas sold in Italy in July 2011: 5317
Population of the U.S., according to the most recent census data: 308,745,538
Population of Italy: 61,017,000
What the numbers reveal: OK, we know that Europeans love the compact stuff in a way that Americans don’t—yet. But with strong mileage numbers and snazzy sheetmetal, U.S. Fiesta sales should be a lot better than those of a market ostensibly one-fifth the size of ours. Blame the launch of the bigger, more-powerful, more-refined Focus, perhaps.
That Name is Starting to Sound Ironic
Infiniti’s bestselling model in July 2011: G25/G37
Number of Infiniti Gs sold that month: 4490
Number of Infiniti QX56s sold in July 2011: 1016
Rank of the QX56 in Infiniti’s sales chart for July 2011: 2
What the numbers reveal: Since the second-generation Q was put on an ice float to Alaska, Infiniti’s brand-defining product has been the G. That’s fine, but the rest of the company’s cars are dragging. The giant QX56 stacks up well to its rivals, but its size and price naturally limit sales. There’s no reason Infiniti should be struggling so much to shift its other cars and crossovers, which are less expensive than the QX—as well as many of their chief competitors. The upcoming JX crossover, which will be aimed squarely at products like the Lexus RX and BMW X5, should help.
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