NADA Market Beat 2014

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NADA Market Beat 2014

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  • Companies/Brands Companies with a base in North America (Detroit 3 and

    Tesla Motors) held the largest share of light-vehicle sales in December 2014 with 45.5 percent of the market. This was followed by companies based in the Asia/Pacific region with a share of 44.1 percent and then companies based in Europe with a share of 10.4 percent.

    In 2014, the North America and Asia/Pacific categories alternated lead positions in terms of monthly share of light-vehicle sales in the U.S. August was the month with the largest difference in monthly share between these two groups when Asia/Pacific-based companies held a share of 48.2 percent while the companies based in North America held a share of 43.6 percent of light-vehicle sales.

    In 2014, companies with a base in the Asia/Pacific region held the largest annual share of light-vehicle sales in the U.S. at 45.7 percent which was up from a share of 45.4 percent in 2013. The corresponding share held by companies based in North America was 45.3 unchanged from 2013 and the share

    OVERALLThere were 1.5 million light-vehicle sales across the U.S. in

    December 2014 up 15.7 percent from November 2014 and up 10.7 percent from December 2013. In 2014, May and August were the months in the largest sales volume bracket with 1.6 million units each while January held the lowest sales figure with 1.0 million.

    Light-vehicle sales for 2014 amounted to 16.4 million units up 5.8 percent from 2013 making 2014 the year with the highest sales since 2006 (2006 sales figure was 16.5 million). The Seasonally Adjusted Annual Rate (SAAR) for light-vehicle sales in December 2014 was 16.8 million.

    In 2014, car sales held a market share of 46.8 percent with sales up 1.4 percent from 2013 while the light-truck share was 53.2 percent

    with sales up 10.1 percent from last year. For every month in 2014, the monthly share of sales held by light trucks was greater than that for cars; moreover, the gap between these two groups visibly increased from the middle of the year through December as the car share declined while the light-truck share increased towards the end of the year.

    For Q4 2014, there were 4.1 million light-vehicle sales up 7.2 percent from Q4 2013. Car sales for the quarter were up 2.9 percent from Q4 2013 while light-truck sales were up 10.9 percent from Q4 2013. In 2014, Q2 2014 held the largest quarterly sales volume with 4.4 million sales while Q1 2014 held the lowest quarterly sales volume with 3.7 million sales. See Figure 1.

    MARKET BEAT http://www.nada.org | industryanalysis@nada.org All data from WardsAuto

    Produced by NADAs Industry Analysis Division Steven Szakaly, Chief Economist Angela Lisulo, Economist

    Figure 1

    Seasonally Adjusted Annual Rate (In Millions)Dec 2014 Nov 2014 Dec 2013 Jan - Dec 2014 Jan - Dec 2013

    Total Car 7.90 7.90 7.52 7.69 7.58Domestic Car 5.82 5.97 5.29 5.59 5.43Import Car 2.08 1.94 2.23 2.09 2.15Total Light Truck 8.90 9.19 7.92 8.74 7.94Domestic Light Truck 7.64 7.84 6.63 7.39 6.71Import Light Truck 1.26 1.36 1.29 1.35 1.24Domestic Light Vehicle 13.46 13.80 11.92 12.98 12.14Import Light Vehicle 3.34 3.29 3.52 3.45 3.39Total Light Vehicle SAAR 16.80 17.09 15.44 16.43 15.53

    FIGURE 1 U.S. Light-Vehicle Sales

    Data source: WardsAuto, January 2015

    MARKET BEAT December 2014REVIEW OF NEW LIGHT-VEHICLE SALES

    1

    FIGURE 2 U.S. Light-Vehicle Sales, market share (%) by company, December 2014 YTD

    Note: Other category includes Audi, Isuzu, Jaguar Land Rover, Mazda, Mitsubishi, Porsche, Subaru, Suzuki, Tesla Motors, VolvoData source: WardsAuto, January 2015

    Figure 2

    General Motors 17.9%

    Ford 14.7%

    Toyota 14.4%

    Fiat Chrysler 12.6%

    Honda 9.4%

    Nissan 8.4%

    Hyundai 4.4%

    Kia Motors 3.5%

    Volkswagen 2.2%

    BMW 2.4%

    Daimler 2.2%

    Other 7.7%

    1 Note: Please note that reported light-vehicle sales exclude certain F-Series and Ram pickups.

  • FIGURE 3 U.S. Light-Vehicle Sales, % change by company (December 2013 YTD-December 2014 YTD)

    Figure 3

    -15.0 -10.0 -5.0 0.0 5.0 10.0 15.0 20.0

    Other

    Daimler

    BMW

    Volkswagen

    Kia Motors

    Hyundai

    Nissan

    Honda

    Fiat Chrysler

    Toyota

    Ford

    General Motors

    % change

    Com

    pany

    Note: Other category includes Audi, Isuzu, Jaguar Land Rover, Mazda, Mitsubishi, Porsche, Subaru, Suzuki, Tesla Motors, VolvoData source: WardsAuto, January 2015

    MARKET BEAT2 December 2014

    held by Europe-based companies was 9.0 percent down from a share of 9.4 percent in 2013.

    All company categories by geographic bases North America, Asia/Pacific and Europe experienced growth in light-vehicle sales in 2014 over 2013 with the Asia/Pacific region in the lead with 6.6 percent growth.

    From the Detroit 3 companies, Fiat Chrysler experienced the most growth in light-vehicle sales in 2014 since 2013 at 16.0 percent followed by General Motors at 5.3 percent while Ford had a contraction in sales over the same period.

    From the group of Asia/Pacific-based companies, Isuzu experienced the most growth in 2014 over 2013 at 29.0 percent followed by Mitsubishi at 24.8 percent.

    From the group of Europe-based companies, Audi experienced the most growth in 2014 since 2013 at 15.2 percent followed by Porsche at 11.1 percent.

    For Q4 2014, companies based in North America held the largest share of light-vehicle sales at 45.3 percent followed by companies based in the Asia/Pacific region with 44.5 percent and then Europe-based companies with 10.2 percent. All company categories experienced growth in light-vehicle sales in Q4 2014 over Q4 2013 with the companies based in North America holding the highest growth rate of 8.5 percent.

    See Figures 2, 3 and 4.

    Segments2

    In 2014, the cross utility vehicle (CUV) segment held the largest share of light-vehicle sales at 26.9 percent up from a share of 25.5 percent in 2013. In the first few months of 2014, the monthly share of sales held by the CUV segment was on the decline until the middle of the year after which there was a general trend upwards till the end of the year.

    In terms of market share in 2014, the CUV segment was followed by the middle car segment and the small car segment, respectively, with the middle car segment holding 18.6 percent down from a share of 19.5 percent in 2013 and the small car segment holding 18.5 percent down from a share of 19.0 percent. The large car segment held the least share of light-vehicle sales for the year at 2.2 percent.

    Within the CUV segment, the middle CUV sub-segment was the largest sub-segment holding 64.3 percent of CUV light-vehicle sales in 2014. Within this sub-segment, the Honda CR-V was the lead vehicle by sales volume with 335,019 sales and it was followed by the Ford Escape with 306,212 units sold for the year.

    In 2014, all the segments except the large car segment experienced growth in sales from 2013. The sport utility vehicle (SUV) segment experienced the most growth since 2013 with a figure of 12.0 percent.

    FIGURE 4 U.S. Light-Vehicle Sales, by major brands

    Figure 4

    Month YTD December 2014

    market share

    (%)

    December 2013

    market share

    (%)

    % change

    (sales)

    December

    2014 YTD

    market

    share (%)

    December

    2013 YTD

    market

    share (%)

    % change

    (sales)

    Ford (excl. Lincoln) 13.7 15.1 0.3 14.1 15.2 -1.3 Chevrolet 12.3 11.3 20.5 12.4 12.5 4.4 Toyota (excl. Lexus and Scion)

    11.4 11.2 12.9 12.2 12.2 5.8

    Honda (excl. Acura) 8.0 8.8 0.0 8.4 8.8 1.0 Nissan (excl. Infiniti) 7.0 7.1 9.1 7.7 7.3 12.2 Dodge 3.1 3.5 -2.3 3.5 3.8 -3.7 Total 55.5 57.1 58.3 59.8

    Data source: WardsAuto, January 2015

    FIGURE 5 U.S. Light-Vehicle Sales, market share (%) by segment (December 2013 YTD, December 2014 YTD)

    Note: This figure excludes the Comm. Chassis segment.Data source: WardsAuto, January 2015

    Figure 5

    0.0 5.0 10.0 15.0 20.0 25.0 30.0

    Pickup

    Van

    Sport utility vehicle (SUV)

    Cross utility vehicle (CUV)

    Luxury car

    Large car

    Middle car

    Small car

    %

    Segm

    ent

    December 2013 YTD

    December 2014 YTD

    2 Note: This section excludes the Comm. Chassis segment.

  • Power sourceIn 2014, gasoline-powered light

    vehicles held the largest share of sales at 93.5 percent which was up from a share of 93.3 percent in 2013. The market share held by diesel-powered light vehicles was 3.0 percent up from a share of 2.9 percent in 2013.

    The market shares held by electrics and plug-in hybrids each grew in 2014 over last year while those for hybrids and vehicles powered by natural gas and fuel cell technology each declined over the same period.

    In 2014, the monthly share of gasoline-powered light vehicles rose in the latter part of the year after it had trended downwards from the beginning of the year through August and the share of diesel-powered light vehicles was on a visible rise from the middle of the year through December. For the alternative power category, the monthly share trended upwards in the first few months of 2014 but then generally declined from the middle of the year through December.

    For the alternative power category, in Q4 2014, the following light vehicles were sold: 19,992 electrics, 1 vehicle powered by fuel cell technology, 97,592 hybrids, 153 units powered by natural gas and 11,263 plug-in hybrids amounting to 129,001 light-vehicle sales. The Q4 2014 sales for the alternative power category were down 5.9 percent from Q4 2013. See Figure 7.

    Models In 2014, the leading light truck by sales volume was the Ford F-Series with 700,796 units and the leading

    car by sales volume was the Toyota Camry with 428,606 units sold. The year ended with 3 pickup trucks and 2 cars in the highest 5 ranks of the 15 best-selling light vehicles.

    These pickup trucks were Detroit 3 models: Ford F-series, Chevrolet Silverado and the Ram pickup. The two cars were models from companies based in the Asia/Pacific region: Toyota Camry and the Honda Accord.

    From the list of the 15 best-selling light vehicles for 2014, 8 out of 15 models were from the companies based in the Asia/Pacific region while the rest were Detroit 3 models.

    See Figure 8.

    3December 2014

    Note: This figure excludes the Comm. Chassis segment.Data source: WardsAuto, January 2015

    FIGURE 6 U.S. Light-Vehicle Sales, by segment

    Figure 6

    December 2014 December 2014 YTD Sales (units) Market share (%) Sales (units) Market share (%)

    Small car 244,143 16.3 3,040,901 18.5 Middle car 256,081 17.1 3,063,651 18.6 Large car 29,538 2.0 354,117 2.2 Luxury car 126,684 8.5 1,229,445 7.5 Cross utility vehicle (CUV) 410,587 27.4 4,427,249 26.9 Sport utility vehicle (SUV) 113,742 7.6 1,160,569 7.1 Van 86,620 5.8 901,749 5.5 Pickup 230,531 15.4 2,252,763 13.7

    FIGURE 7 U.S. Light-Vehicle Sales, by power source

    Data source: WardsAuto, January 2015

    Figure 7

    Monthly sales (units) YTD sales (units) December

    2014

    December

    2013

    % change December 2014

    YTD

    December 2013

    YTD

    % change

    Gasoline 1,402,716 1,263,072 11.1 15,367,359 14,487,321 6.1 Diesel 49,498 43,591 13.6 489,612 442,658 10.6 Unspecified Gasoline/Diesel

    284 463 -38.7 4,842 3,902 24.1

    Electric 7,569 5,353 41.4 64,772 48,520 33.5 Fuel cell 1 4 -75.0 2 10 -80.0 Hybrid 34,208 35,734 -4.3 452,507 498,054 -9.1 Natural gas 40 118 -66.1 751 2,198 -65.8 Plug-in hybrid 3,894 5,020 -22.4 55,441 49,043 13.0 Non-Gasoline/Diesel

    45,712 46,229 -1.1 573,473 597,825 -4.1

    Total 1,498,210 1,353,355 16,435,286 15,531,706

    FIGURE 8

    Data source: WardsAuto, January 2015

    Figure 8

    U.S. Top 15 Light Vehicles December 2014 (YTD)

    YTD F SERIES Ford 700,796SILVERADO Chevrolet 529,755CAMRY Toyota 428,606RAM PICKUP Ram 425,388ACCORD Honda 388,374COROLLA Toyota 339,498ALTIMA Nissan 335,644CR-V Honda 335,019CIVIC Honda 325,981FUSION Ford 306,860ESCAPE Ford 306,212CRUZE Chevrolet 273,060RAV4 Toyota 267,698EQUINOX Chevrolet 242,242ELANTRA Hyundai 222,023 2015 WardsAuto 5,427,156

    For Q4 2014, the CUV segment held the largest share of light-vehi-cle sales at 27.6 percent followed by the middle car segment at 17.3 percent and the small car segment at 17.0 percent, respectively. The large car segment held the smallest share for the quarter with 2.0 percent of light-vehicle sales. See Figures 5 and 6.