November hadn’t even ended yet when Audi sent out a press release telling the world it had already beaten its 2010 sales. Similar—if less swagger-intense—announcements subsequently went out from other automakers in the first week of December, proclaiming the big victory over 2010—which itself marked huge improvement from most makers’ 2009 numbers. You can point to the sales stats as another sign of growing consumer confidence and more easily available credit. You can also look at incentives. Some companies, such as Mercedes-Benz, are clearing the lots for the end of the year (C-class sales more than doubled from last November). Others are preparing for the launch of all-new products by sweeping away the models that are about to become obsolete; the all-new Ford Fusion will be unveiled in January, and examples of the current car had at least a grand on the hood.
Evoque and Evo—¿Que?
Sales of the Mitsubishi Evo and Lancer, combined, in November 2011: 967
Sales of Land Rover’s new Range Rover Evoque in November 2011: 669
Starting price of the Evoque: $43,995
Sales of the Acura ZDX, which, like the Evoque, sacrifices practicality for style: 127
Ratio of Range Rover products sold last month to those badged as Land Rovers: 3:1
What the numbers reveal: Land Rover execs have described the Evoque as a critically important product for their company, and in its first few months, the company’s sales bear that out. The Land Rover brand, once legendary in the U.S. for the Defender and the Discovery, is cratering. The LR2 is anonymous; the LR4 is a well-executed truck, but a fuel-swilling large truck nonetheless. The company’s growth is coming from the Range Rover sub-brand and its eponymous range-topping SUV, the Sport, and the Evoque; Range Rover sales now outpace those of Land Rover–badged vehicles by a huge margin. Still, Evoque sales will need to top 1000 per month—or maybe even higher—to solidify the model as the core product it needs to be. Advertised leases of $525/month (with more than $4000 down) will help. Meanwhile, that little play on words about the Mitsubishi Evo and Lancer in the header? It’s mostly there because it’s been in our heads since the little Range Rover launched, but it also allows us to point out the Lancer lineup’s dreadful sales—Honda moved more than 17,000 Civics last month.
Boxed Out
Sales of the Scion xB in November 2011: 1202
Sales of the Nissan Cube in November 2011: 203
Sales of the Kia Soul in November 2011: 6865
What the numbers reveal: Kia’s Soul utterly dominates the market for cheap-and-boxy hatchbacks. The xB and Cube have funkier styling, but that may be a major component in their failure to find more homes. The vast majority of American drivers remain hesitant to really push the envelope with their vehicle choices, and the Soul is colorful while remaining inoffensive. Aggressive pricing and relatively powerful engines round out its appeal. Nissan, meanwhile, may want to rethink its decision to sell the Cube here.
Vantastic!
Sales of the entire Ford E-series line in November 2011: 7795
Sales of the Mercedes-Benz Sprinter that same month: 1045
Average price paid for an E-series cargo van, according to Truecar.com: $24,823
Average price paid for a Sprinter, according to Truecar.com: $34,619
What the numbers reveal: In October, Ford finally confirmed that the next generation of Transit van would come to the U.S. to replace the antediluvian E-series. Unlike the Sprinter, the new Ford has to be cheap. Also unlike the Sprinter, Ford has a path to achieving such pricing: The Transit will be built in the U.S., saving on labor and import costs. Ford should consider Sprinter sales a cautionary tale, though: If its next commercial hauler is too pricey, the blue oval’s van sales could collapse.
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