Canadian vehicle companies often rely on single models for bulk of sales
Platform sharing, flexible manufacturing and brand narrowcasting allow vehicle manufacturers to target ever-narrowing consumer niches with highly differentiated product offerings, but bread-and-butter models still account for majority shares of their parent OEMs’ sales.
Despite these trends, many manufacturers – including full-line automakers such as Ford and Toyota – remain heavily invested in individual model nameplates. The F-Series and Corolla, for example, accounted for 39.4 percent and 23.9 percent (respectively) of total Ford and Toyota light vehicle sales in 2012. This, despite the fact that these brands each fielded vehicle lines numbering in the double digits.
It is important to note that this analysis contains certain data anomalies due to the way in which vehicle brands report sales. For instance, while Fiat only fields a single model at present (500), variants of that car (i.e., convertible, Abarth) are reported as separate models. This practice contrasts with those of manufacturers like BMW or Ford, which report all 3-Series and F-Series variants under single respective banners. We have chosen to adhere to each company’s preferred model breakdown.
Of special interest is the degree to which many manufacturers rely on C-size vehicles. Mazda (Mazda3 @ 54.9%), Honda (Civic @ 49.4%) and Volkswagen (Jetta @ 45.5%) derive the lion’s share of their brand volumes from single compact models. Hyundai (Elantra @37.4%), Toyota (Corolla @ 23.9%), Nissan (Rogue @ 19.3%) and Kia (Forte @ 19.1%) all possess strengths in B and D-size segments, yet all achieve disproportionate success with their C-size product. Likewise, luxury brands like Lincoln (MKX @ 61.8%), Porsche (Cayenne @ 54.2%), Lexus (RX @ 47.2%) and Cadillac (SRX @ 46.7%) are notably dependent on D-size crossovers to drive volume and profits.
DesRosiers Automotive Consultants Inc.
To move ahead in the automotive world one must stay informed with everything surrounding the industry. The DesRosiers Automotive Reports (DAR) provide do just that by keeping you in tune with valuable statistics, analysis and commentary, as well as providing insight into where the industry is going. The article above is a key example of the type of information available through your subscription to the DAR.
Please note that DesRosiers Automotive Consultants Inc. is offering a free three month trial of this publication to better allow for your assessment of the information provided. If you are interested in this free trial or have any questions about this publication, please do not hesitate to contact Pina Vaccaro at (905) 881-0400 x18 or firstname.lastname@example.org or visit us at www.desrosiers.ca.
The information transmitted is intended only for the person or entity to which it is addressed and may contain confidential and/or privileged material. Any review, retransmission, dissemination or other use of, or taking of any action in reliance upon, this information by persons or entities other than the intended recipient is prohibited. If you received this in error, please contact the sender and delete the material from any computer.