15 June 2017

VW Germany Sales (Model) : 2010-2016


You have to go back to the mid 1960's to find a time that VW had over 30% market share in Germany. It was eventually during the 1990's when the figure started dipping under 20%. There was an upturn a few years back when 21.8% was achieved - the best since 1989 - but things are on a down again. Of course, these things can be cyclical.

Another thing that intrigues me is the absence of many SUV vehicles. Other car makers have flocked there but VW has been tardy in that area. Also over the decade so far, there hasn't been new models tackling new segments. Still, VW has held its share remarkably well considering those factors.

Now looking at the share of leading models have of total VW sales, comparing 2010 to 2016. The Golf/Jetta 40.9 to 36.1%; Passat 10.8 to 12.3%; Polo 15.8 to 11.0%; Tiguan 6.3% to 9.8%; Touran 7.4 to 8.0%.

Of course, model cycles could affect these figures. However, it is impossible for the Golf to maintain that high figure and it is slowly going down. The Polo has done much worse and that is quite a drop in its share. Does it surprise that the Tiguan is on the rise?

Summary: VW can expect to lose more share yet but not that much as the local buyer in Germany is very supportive of the car industry, despite some fall out from the cheating it got itself into.

MODEL/YR 2010 2011 2012 2013 2014 2015 2016
GOLF/JETTA 251,078 258,059 240,702 244,249 255,984 272,094 236,581
PASSAT 66,496 103,507 89,333 72,048 72,153 97,586 80,900
POLO 96,945 90,720 76,507 68,343 68,103 69,867 72,017
TIGUAN 38,687 45,662 55,615 57,838 61,947 58,978 63,979
TOURAN 45,684 55,416 53,025 46,184 47,801 37,098 52,560
TR'PORTER 36,691 33,555 33,872 32,684 32,290 33,768 40,875
UP/FOX 13,355 11,020 42,990 42,867 40,902 38,877 36,592
CADDY 30,005 37,397 32,331 30,777 30,155 27,468 32,191
BEETLE 2,283 1,357 8,968 15,497 13,862 12,779 14,678
SHARAN 7,696 22,055 17,032 13,906 15,390 18,368 13,433
TOUAREG 7,258 10,438 10,641 9,000 8,958 11,047 7,927
SCIROCCO 9,005 6,900 4,474 3,440 3,016 2,835 1,948
CRAFTER 929 1,025 1,053 816 985 1,026 1,169
PHAETON 1,628 2,388 1,969 1,561 1,699 1,438 141
EOS 5,298 6,342 3,618 2,280 2,160 1,371 36
OTHER 770 931 791 700 1,089 1,069 998
TOTAL 613,808 686,772 672,921 642,190 656,494 685,669 656,025
SHARE 21.0% 21.6% 21.8% 21.8% 21.6% 21.4% 19.6%

Data source: KBA.

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