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Retail vs fleet, 2011-16

by David Zatz on

The sales-reporting gaffe at FCA led to their release of retail and fleet sales for the United States, which fills in some gaps in our knowledge and affirms the accuracy of outside estimates.

FCA US sold 72% of its cars at retail in 2011, reportedly well above the percentages of the late Daimler and Cerberus years. Retail sales improved steadily, hitting 78% in 2013-14 and 77% in 2015 (retail sales rose in 2015, but fleet sales rose more quickly).

In 2016, the retail percentage dropped to 73% (through July 31), partly because FCA US tripled its sales to government fleets in May, led by the Ram 1500, ProMaster, Charger, Grand Caravan, and 200.

Automotive News estimates were close to the target — no more than one point off from 2012 to 2015, and just two points off in 2011 (70% vs 72%).

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