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US market share stabilized?

by David Zatz on

The success stories of the Detroit Three have brought a combined market share of 45.5% for the year to date, putting them just behind Asian brands (45.6%). The numbers are consistent with January 1 through November 30 figures from 2014.

German brands have lost a little ground; the sales war between Audi, BMW, and Mercedes, currently being won by BMW, has helped them to gain on Japanese and domestic equivalents, but Volkswagen’s sudden drop (15% for November, but up 1.5% year to date, including Audi, Porsche, Lamborghini, and Bentley) has hurt. German cars are now down to 8.0% from 8.1%.

FCA sits at a 12.9% market share, which is within the historical Chrysler Group and Chrysler Corporation range; ignoring Fiat, Alfa Romeo, Maserati, and Ferrari, the share is still respectable at 12.6%. (That breaks down to 1.9% for Chrysler, 3.0% for Dodge, 4.9% for Jeep, and 2.8% for Ram.)  The former giant General Motors has come down to 17.6% from past glories, and Ford has fallen  to 14.9%. Both have lost just 0.1% from last year, while FCA US has gained 0.2%. Jeep’s gains more than made up for market-share losses at Dodge and Fiat.

By comparison, Chrysler Corporation’s market share was 13% in 1959 (20% with AMC).  By 1977, Chrysler was down to 13% (15% with AMC). In 1999 and 2000, Chrysler, having bought AMC, was at a 12% market share — lower than its current number.

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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