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Chrysler leads D3 in retail share

by David Zatz on

Chrysler once again had the highest retail share of the Big Three, according to Automotive News, with 82% of its cars going to non-fleet buyers. Ford had the lowest, with 21% of its sales going to fleets; GM had 20% going to fleets.

In retail sales, Toyota was the #1 American automaker; 98% of its cars went to retail buyers. It edged out General Motors by nearly 6,000 retail sales, and beat Ford by 52,000. No import automaker sold more than 8% of its cars to fleets; of the imports, Hyundai had 8% fleet sales, Nissan 6%. Toyota and Honda both had a mere 2% of their sales going to fleets.


In retail sales along, Chrysler was America’s #5 automaker, beating Nissan by a healthy 20,000 cars but falling short of Honda by nearly 30,000.

Chrysler has been cutting back on fleet sales as its cars become more popular with the general public. Last August, Automotive News estimated that Chrysler sold just 73% of its cars at retail, with 27% going to fleets GM and Ford have also pared back, from 25% and 26% going to fleets; Chrysler went from the most to least fleet-heavy of the American companies.

Fleet sales include both profitable sales, such as pickups sold to ranches, and less profitable sales, such as rental or utility cars sold at a steep discount. Ford claimed 20% of their fleet sales are government, 37% are rental, and 43% are commercial. Police car sales have been attractive in some years, but might not be especially profitable for any of the Detroit Three given the current level of competition. See the Automotive News article (subscription may be required)

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