Numbers to look for in year-end sales
With December year-end sales due to be released tomorrow, count with us as we mark several key milestones that we will be looking for in the year-end numbers.50,000: Prairie Provinces Saskatchewan and Manitoba each have a chance of hitting 50,000 units for the first time this year. While Saskatchewan reached the milestone in November (50,590 units), Manitoba (46,077 units November YTD) has a chance of joining its neighbouring province in what has been a remarkable year for vehicle sales on the Prairies.
100,000: Ford’s evergreen F-Series pickup line crossed the 100,000 unit threshold in December 2012. This marks the first occasion on which an individual model has achieved six-digit sales success in Canada. It also speaks to the excellent job Ford has done keeping small pickup intenders within the brand fold. With Ranger no longer in the lineup, Ford has converted those customers to full size buyers, in the process creating a wave of momentum that lifted F-Series sales by over 32,000 units relative to 2008.
100,000: More interesting to us than the fight between BMW and Mercedes for top spot in the luxury market is the fact that the combined European luxury brands – by most measures the ascendant group within this booming segment – may hit a combined 100,000 total unit sales. High margin vehicles from automakers like Audi, BMW (including MINI), Mercedes-Benz, Porsche, Jaguar, Land Rover and Volvo are on track to finish the year with close to 100,000 sales on their combined books. Luxury is growing and the Europeans are leading the way.
200,000: Perhaps the most significant story of 2012 was the unrelenting sales push mustered by Hyundai and Kia – an especially impressive feat in light of Honda and Toyota’s charge back from 2011’s doldrums. The Korean juggernauts will for the first time exceed a combined 200,000 units in 2012 (already achieved in November). This represents a doubling of their pooled 2007 sales of 100,000 units. We will learn tomorrow the size of Hyundai/Kia’s 2012 haul, but it is already clear that – if the two brands were counted as a single automaker – they would rank ahead of Honda/Acura and Toyota/Lexus as Canada’s fourth largest seller of light vehicles.
300,000 – The combined market for large and small pickup trucks has been hedging close to 300,000 units for two years in a row (296.8K in 2010 / 295.5K in 2011). Will the same year that saw a single full size pickup model, the above-lauded Ford F-Series, hit 100,000 unit sales also see the pickup market as a whole propelled above the 300K mark? Year-to-date November results suggest that we may have to wait another year for product renewal at GM and Chrysler to further grow the full size segment, but a particularly strong December may indeed deliver the needed push.
DesRosiers Automotive Consultants Inc.
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