23 July 2018

Holden Model Sales : 2011-17

GM Holden has been readjusting in Australia. It recently ceased production of the locally designed large Commodore and also the compact Cruze models. The image as the local brand has been negatively affected by the closure. The fact that it was a manufacturer for more than 60 years seems to count for little. 

A 1964 Holden model. I had a dinky car of the 1963 version. 

The Insignia model is now imported with the Commodore nameplate, retaining that name an unpopular move for many. The switch of sourcing took place late in 2017 so the impact isn't fully shown in the data below. So, let's delve into what the data reveals below.

The Holden brand held 12.5% market share in 2011, dropping to 7.6% in 2017. For the first six months of 2018, the percentage has fallen to 5.4%! For 2014, it was the number two brand and in 2018 6th. The readjustment is well underway. 

The Commodore is now a Euro model, the Colorado pick up truck about to become the best selling model within the range, new models like the Equinox not selling as well as expected. It's not an easy time for the Lion and Stone brand. Competition is tough and the closure of local production (along with Ford and Toyota)  has not gone down well. It seems to have affected Holden more.

The reason to me is the Commodore wasn't just about loyalty to the Holden brand, it was more about loyalty to an iconic model. That car is now consigned to history and Holden has its work cut out to retain a strong presence in the Australian car market.

Please note: The Commodore figures below includes Insignia sales.











Holden

Model/Year 2017 2016 2015 2014 2013 2012 2011

Commodore 23,685 26,091 27,918 30,203 27,766 30,532 40,617

Colorado 21,579 18,386 18,520 18,048 17,203 12,902 11,824

Astra/Cruze 13,989 14,101 15,985 18,554 24,421 29,161 33,784

Captiva 7 9,588 11,246 10,239 10,159 13,282 11,378 10,324

Trax 7,497 7,976 6,350 5,979 1,522



Commod Ute 4,241 4,802 4,936 5,596 5,074 7,925 9,489

Barina 3,697 4,166 5,999 7,653 11,022 13,635 11,963

Trailblazer 3,304 147
1,508 1,597 177


Spark 1,227 1,760 1,450





Equinox/Cap 5 752 36 5,628 5,481 6,751 7,085 4,799

Caprice 551 954 1,324 1,218 1,113 1,460 1,892

Cascada 100 500 523





Malibu/Epica 94 1,005 1,027 1,635 1,326 15 997

Other 1 0 8 58 982 394 406

Total 90,305 91,170 99,907 106,092 112,059 114,664 126,095

Percent 7.6% 8.0% 8.9% 9.5% 9.9% 10.3% 12.5%

10 July 2018

JLR Global Sales : Jan-Jun 2018


Things are relatively quiet on the sales front for JLR. Global sales for JLR were +0.9% in June and +0.4% YTD. Jaguar was +6.4% in June and -1.2% YTD. Land Rover was -1.5% in June and +1.1% YTD. The new E-Pace and Velar have kept things ticking along in a very competitive premium segment. So let's look at more detail.

Models: For Jaguar, SUVs now have over half of total sales, making you wonder why it took so long to get into that genre. That percentage will increase too. Land Rover has a tussle going on between the Evoque and RR Sport models, with the latter likely to win out until the new Evoque comes along soon.


Jaguar

Model Apr 18 Share +/- YTD Share

F-Pace 4,622 28.3% -30.8% 31,402 33.4%

E-Pace 4,525 27.7% n/a 19,816 21.1%

XF 2,820 17.3% -20.2% 18,445 19.6%

XE 3,013 18.5% -12.5% 16,426 17.5%

F-Type 762 4.7% -12.5% 4,433 4.7%

XJ 450 2.8% -44.7% 3,338 3.5%

i-Pace 136 0.8% n/a 195 0.2%

Total 16,328 6.4% 94,055 -1.2%








Land Rover

Model Apr 18 Share +/- YTD Share

Disco Sport 8,692 24.3% -20.1% 55,193 24.6%

Evoque 6,789 19.0% -30.9% 41,552 18.5%

R R Sport 6,856 19.2% 2.2% 41,490 18.5%

Velar 5,375 15.0% n/a 35,777 16.0%

Range Rover 4,266 11.9% -10.6% 27,246 12.2%

Discovery 3,743 10.5% -5.5% 22,902 10.2%

Defender -
n/a 4 0.0%

Total 35,721
-1.5% 224,164 1.1%

Regions: Jaguar is doing well in Europe (thanks to the E-Pace) as well as the rest of the world. Land Rover is buoyant in North America and again the rest of the world. Combined it's the rest of the world that is strongest in terms of growth. The split between brands is currently 70/30 in favour of Land Rover.


Jaguar

Region 2017 Share +/- YTD Share

Europe 7,532 46.1% 18.2% 42,384 45.1%

China 3,752 23.0% 1.8% 22,838 24.3%

Nth America 2,733 16.7% -19.5% 17,132 18.2%

Rest World 2,311 14.2% 22.5% 11,701 12.4%

Total 16,328
6.4% 94,055 -1.2%


Land Rover

Region 2017 Share +/- YTD Share

Europe 14,052 39.3% -10.1% 86,957 38.8%

Nth America 7,908 22.1% 21.5% 50,079 22.3%

China 7,113 19.9% -14.5% 48,826 21.8%

Rest World 6,648 18.6% 14.8% 38,302 17.1%

Total 35,721
-1.5% 224,164 1.1%


JLR

Region 2017 Share +/- YTD Share

Europe 21,584 60.4% -0.2% 129,341 40.6%

Nth America 10,641 29.8% 7.4% 70,683 22.2%

China 10,865 30.4% -9.5% 68,192 21.4%

Rest World 8,959 25.1% 16.7% 50,003 15.7%

Total 52,049
0.9% 318,219 0.4%

Data source: Tata.