23 June 2017

Toyota UK Sales 2010-16 (by model)


Toyota had a good decade previously in the UK, yet it's share slipped during the six years of this period under discussion. To find the problem isn't obvious at first. Only the medium large Avensis model fell substantially. However, the overall market in the UK was very strong for sales and while Toyota didn't lose sales, they didn't grow fully with the market.

I think Toyota was simply not aggressive enough. Discounting to buy share isn't smart and that wasn't what they did. Increasing your share of the pie is best achieved through product. The new C-HR arrived late 2016 and that has styling that was clearly aimed at the likes of the Nissan Juke. Nissan did it right with that model so why not take a leaf out of their book?

Summary: Japanese car companies have become far too conservative for European tastes. Toyota is starting to wake up from its dozed state and is looking at producing a more exciting range. That will work for sure, if they can hold their nerve. Fortune favours the brave.

Mod/Yr 2010 2011 2012 2013 2014 2015 2016
Yaris 21,965 17,861 29,974 31,153 31,160 33,196 30,402
Aygo 13,601 14,231 16,049 16,262 20,620 24,543 23,386
Auris 12,718 11,469 9,876 16,215 19,109 18,951 16,528
Rav4 5,196 4,686 4,030 7,174 7,580 6,905 8,562
Prius 10,537 6,513 4,716 2,793 2,443 3,361 5,311
Avensis 11,276 8,164 8,632 5,384 5,208 5,236 5,133
Verso 4,290 4,944 3,613 3,720 3,477 3,624 3,840
Prius + - - 827 1,108 818 1,144 1,184
L Cruiser 1,421 999 836 540 787 745 751
GT86 - - 1,435 1,772 1,042 775 681
C-HR - - - - - - 509
Prius P In 21 3 428 509 379 270 96
Mirai - - - - - 4 8
L Crus V8 456 606 784 556 470 298 1
iQ 4,468 2,869 2,675 1,464 920 10 -
Urb Cruis 1,464 1,236 679 3 - - -
Total 87,413 73,581 84,554 88,653 94,013 99,062 96,392
Share 4.3% 3.8% 4.1% 3.9% 3.8% 3.7% 3.6%

Data source: Toyota UK. A big thanks for them in being so generous with their data. It would be nice if others were too. The publicity doesn't do any harm either.

To go to the first in the series, simply click here.

20 June 2017

Porsche Germany Sales (Model) : 2010-2016

Porsche drivers park poorly. Fact

Porsche is a niche brand in Germany, traditionally selling expensive sports cars. At that time, the marque took about 0.3% of total German sales.  The Cayenne SUV arrived in 2002 and moved the brand into the 0.5% area. When the Panamera 4-door car came along in 2009, 0.7% became the standard penetration. 2014 marked the arrival of the compact Macan SUV so 0.9% became the norm.

From that we see Porsche is a small player in terms of volume, but hardly surprising in view of the premium price of the cars. SUVs now account for just over half of total sales and with the Panamera added, sports cars are solidly below the half way mark.

The data below shows sales by model since 2010. Sales hit about 20,000 in 2012 and would have stayed around that mark but for the Macan. Porsche passed 30,000 sales for the first time in 2016 and the compact SUV was the best selling car for the first time. On a side point, I can't understand why 3.5% of the sales in 2016 are 'Others'.

Summary: The current range of cars seems to suit the marque. I'm not sure where another model would fit into the range. Porsche isn't about chasing every sale but about profitability and per unit I believe it is the most profitable brand there is. So I assume sales will hold at around the 30k mark in Germany for the foreseeable future with fluctuations for model cycles and the market the most likely reasons for variation.

MODEL/YR 2010 2011 2012 2013 2014 2015 2016
MACAN - - - - 5,447 8,056 8,348
911 5,778 6,373 5,974 6,898 7,056 8,143 8,016
CAYENNE 5,266 6,091 8,521 7,076 5,374 6,414 7,168
BOX/CAYMN 2,135 2,215 2,174 3,865 3,660 3,504 4,199
PANAMERA 2,674 3,391 3,489 2,538 2,338 1,751 1,400
OTHER 404 620 358 422 490 675 1,072
TOTAL 16,257 18,690 20,516 20,799 24,365 28,543 30,203
SHARE 0.6% 0.6% 0.7% 0.7% 0.8% 0.9% 0.9%

Data source: KBA.

19 June 2017

Land Rover South Africa : Trying Times


Land Rover has enjoyed disproportionate success over the years in the Republic. Rural expanses in often arid conditions are what we think of and that picture is true to a point. Of course, many Land Rovers are used mainly as urban vehicles like in most countries but if required, they are suitable for off road trekking.

Considering sales that exclude commercial sales of the Defender model, LR consistently achieves in excess of 1% share, not a large percentage but more than most nations. Looking back over some years, it has moved around quite a bit from just above 2% to 0.8%. Things have softened recently, I assume LR has chosen not to chase sales at the cost of profit. The South African market is increasingly challenging and many premium marques are facing this issue.

The Discovery is popular but shortage of stock - as the old model ran out - hasn't helped. However, that has only added to the downward trend, rather than being the main reason for it. Going upmarket may be working fine in affluent lands, but the economy is changing here so a lower priced entry model would surely have made a huge difference on the total sales.

Summary: Land Rover has been a popular brand here, but its ever more premium range will affect sales. The new Discovery will be welcome but again its more expensive, albeit a better product. It will be interesting to see how the new Velar model is received here as well. I predict 2017 sales will be down on 2016, so for now in terms of outright volume, the reduction continues.


Land Rover Passenger Car Sales : RSA

Make/Yr 2012 2013 2014 2015 2016

Disc Sp/Freel 986 955 529 1,161 1,136

RR Sport 690 724 1,410 1,171 982

Discovery 2,738 2,601 1,999 1,620 886

Evoque 2,105 2,192 1,590 1,126 872

Range Rover 169 449 299 297 223

Defender - - - 36 -

Total 6,688 6,921 5,827 5,411 4,099

Share 1.5% 1.5% 1.3% 1.3% 1.1%

Data source: Naamsa.