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Chrysler Canada: the full sales story

by David Zatz on

Looking at all of 2014, Chrysler was the #2 automaker in Canada with Ford taking the #1 spot by a very small margin, and GM a moderately distant #3. Canadians have historically shown a much greater preference for North American cars — and Chrysler in particular — than United States buyers, and 2014 is no exception.

The Canadian auto market boomed, but that didn’t account for all of Chrysler’s success, with market share rising from 14.9% to 15.7%, the highest it’s been in at least ten years — and by a good margin the best market share Chrysler has, anywhere. Share remains down from 2000, when it was 17%.

Chrysler’s problem of being “truck heavy” — given that minivans are also classified as trucks — continues, with most sales being minivans, Jeeps, or Rams.  Around 35,000 car sales were dwarfed by over 255,000 “truck” (and SUV/minivan/CUV) sales.

Looking at the biggest sellers first, we see the Ram Pickup series going up by 10% to 86,590 sales, with no data on how much of that is the 1500, 2500, or 3500. Each was improved this year, with the 1500 diesel taking off and possibly attracting people into dealerships to buy the cheaper V6 or Hemi models. Low gasoline prices will likely keep pickup sales high for all of the Big Three for the next few months.

Ram fuel economy vs Ford F-150

Grand Caravan, Canada’s favorite minivan by an absurd margin, took nearly 52,000 sales, an increase of 11% fueled partly by low prices (and, again, low fuel costs).

With around half the sales of Grand Caravan, the replacement for the old Caravan — Dodge Journey — checked in with 24,715 sales, an 11% drop from 2014; perhaps customers opted for the bigger model, improved in some ways for ’14, especially with lower gas prices. Wrangler was just below Journey with 23,057 sales, a whopping 24% higher — and Cherokee was right on its tail in its first full sales year. There’s no real sales history for Cherokee, but we expect that next year, it will probably beat Wrangler and may edge out Journey.

Now sales drop by half again, roughly, with Grand Cherokee at 13,150 sales, up by 14%, followed by Chrysler 200, up by 5% (excluding the now-dropped convertibles, which dropped from 616 to a mere 14 sales).

Chrysler-200C-Interior-Web

The 200 is likely to rise in 2015 as the word gets out, especially since there was some time between the end of old-200 production and the launch of the completely new 200. The old one was based on a Chrysler version of a Mitsubishi platform, the new one on a Chrysler version of a Fiat/Alfa Romeo platform and architecture; while engines are largely carryover, the new car switches from a six speed to a nine speed automatic. The character of the two cars is somewhat different though the name is the same, with the new 200 being far sportier but less comfortable for some drivers and certainly for rear-seat passengers.

Chrysler’s Town & Country minivan, which is to replace the Caravan, saw just a 6% gain (to 8,944 — around 17% of Dodge sales), partly because Caravan really does sell partly on price and partly on being, by far, the modal minivan for Canada. It’s the minivan everyone has to compete against, including Chrysler; what will happen to Canadian minivan sales when Caravan finally ends production, we can’t say, but we suspect Honda and Toyota’s Canadian sales execs will be quite happy.

Dart squeaked out a poor year with just 7,623 sales, down 23% despite major improvements. Patriot and Compass were neck and neck at 5,959 and 5,808, with Patriot rising 11% and Compass falling 7%; even so, both beat Fiat 500 (including Cabrio and Abarth) which only had 5,566 sales, down 18%, again due to cheap gas (Mini also hurt this year).

The 300 fell, but it was at the end of a refresh cycle, and margins are presumably higher since the base model was pushed up to avoid competing with Charger; yet it was the most popular of Chrysler’s big Canadian-born cars. 300 sold 4,117 (down 23%), Charger 3,704 (down 19%), and Challenger 1,623 (up 7%).

Barely registering on the map were Durango (2,977, up 46%), Ram Cargo Van (2,678, up 84%), ProMaster (2,561), Serbian Fiat 500L (2,461), the discontinued Avenger (488), Viper (107, double 2013 sales), and the discontinued 200 Convertible (14, down from 616).  Cargo Van was beaten by ProMaster in the US but outsold the front-drive, Fiat-based commercial van in Canada, by small margins in both countries.

Finally, Ram 4500 and 5500 chassis cab sales, not included with Ram pickups, added another 1,931 sales for 2014 — a hefty increase of 33%.

This was Chrysler Canada’s best year ever, and 2015 may, if fuel prices and the economy hold out, be even better.

We added data for 2012 (with two issues: Ram chassis cabs are missing, and 2012 200 convertible sales  are mixed in with the sedans). Bill Cawthon has researched Canadian sales figures by car for Chrysler, for December and the full years 2013 and 2014.

Chrysler Canada Sales: December and Full Year 2014
Vehicle Dec ’14 Dec ’13 Change 2014 2013 Change 2012
Chrysler 200 855 328 160.7% 11,641 11,050 5.3% 14,125
Chrysler 200 Conv. 0 4 Disc. 14 616 Disc. (comb)
Chrysler 300/300C 84 219 -61.6% 4,117 5,375 -23.4% 5,760
Town & Country 498 218 128.4% 8,944 8,425 6.2%  3,991
Chrysler Brand 1,437 769 86.9% 24,716 25,466 -2.9%  23,876
Charger 158 235 -32.8% 3,704 4,588 -19.3%  4,058
Challenger 92 32 187.5% 1,623 1,514 7.2%  1,485
Viper 6 7 -14.3% 107 52 105.8% 7
Caliber 0 0 Disc. 0 7 Disc. 282
Dart 325 373 -12.9% 7,623 9,870 -22.8% 3,460
Avenger 0 83 Disc. 488 7,631 Disc. 4,858
Grand Caravan 3,140 2,803 12.0% 51,759 46,732 10.8% 51,552
Journey 1,548 1,223 26.6% 24,715 27,745 -10.9% 28,888
Durango 235 169 39.1% 2,977 2,045 45.6% 2,398
Dodge 5,504 4,925 11.8% 92,996 100,184 -7.2% 97,079
Wrangler 1,396 831 68.0% 23,057 18,578 24.1% 18,996
Grand Cherokee 1,039 882 17.8% 13,150 11,587 13.5% 10,416
Cherokee 1,938 1,508 28.5% 22,529 2,906 675.3% 0
Liberty 0 0 Disc. 0 13 Disc. 875
Compass 154 205 -24.9% 5,808 6,228 -6.7% 6,003
Patriot 361 242 49.2% 5,959 5,372 10.9% 6,667
Jeep 4,888 3,668 33.3% 70,503 44,684 57.8% 42,957
Ram Pickup 8,234 5,440 51.4% 86,590 78,793 9.9% 69,255
Ram ProMaster 521 103 405.8% 2,561 270 848.5% 0
Ram Cargo Van 434 121 258.7% 2,678 1,453 84.3% 2,159
Ram Brand 9,189 5,664 62.2% 91,829 80,516 14.1% 71,459
Fiat 500/500 Cabrio 228 257 -11.3% 5,566 6,811 -18.3% 8,474
Fiat 500L 203 56 262.5% 2,461 899 173.7% 0
Fiat 431 313 37.7% 8,027 7,710 4.1% 8,474
Alfa Romeo 4C 2 0 NEW 2 0 NEW 0
Chrysler Canada Sales 21,451 15,339 39.8% 288,073 258,560 11.4% 243,845
Cars 1,750 1,538 13.8% 34,885 47,514 -26.6% 42,509
Trucks 19,863 13,907 42.8% 255,119 212,501 20.1% 201,336
RAM 4500/5500 162 106 52.8% 1,931 1,455 32.7%
Totals with all trucks 21,613 15,445 39.9% 290,004 260,015 11.5%

David Zatz founded Allpar in 1998 (based on a site he had begun in 1993-94), after years of writing reviews for retail trades. He has been quoted by the New York Times, the Daily Telegraph, the Detroit News, and USA Today. Before making Allpar a full-time career, he was a consultant in organizational psychology. You can reach him by using our contact form (much preferred) or by calling (313) 766-2304


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