25 June 2017

Nissan South Africa : Holding Its Own


For the last decade and a half, Nissan has been averaging just over the 4% mark for market share in the RSA. It's still around there but maintained only with the recent help of its sub-brand Datsun. As mentioned in others in this series, there is a market here for budget model cars and Nissan has been able to accommodate those customers.

In the last few years as sales in the RSA have contracted and a move to lower priced cars has emerged, the Nissan nameplate has shrunk while the new Datsun brand has flourished. The fact that the Datsun range has been until recently but one car model (Go) makes that all the more remarkable. It is now supported by a new variant (Go+) which is a MPV type vehicle.

Of the Nissan range, the Almera is a model from Asia also known as the Latio and sold as the Renault Scala in India. The two main models are the X-Trail and Qashqai SUVs, between them accounting for over 60% of Nissan brand cars.

Summary: Nissan is holding its own in a competitive and challenging market place. It's a fine line between getting it right and not doing so. So far they are walking that fine line rather well.

Nissan Passenger Car Sales : RSA
Make/Year 2012 2013 2014 2015 2016
Go - - 1,573 5,647 4,276
X-Trail 1,788 1,660 1,694 3,155 3,474
Qashqai 4,209 3,253 3,736 3,242 2,372
Almera - 1,999 2,978 1,260 1,749
Micra 4,916 4,452 2,326 865 868
Go+ - - - - 571
Juke 4,360 4,449 2,302 773 448
NV200 - 246 395 296 240
Sentra/Tiida 2,276 1,141 909 350 202
GT-R 50 46 35 55 57
Patrol 58 40 18 24 35
370Z 55 39 14 9 11
Leaf - 34 14 35 7
Pathfinder 205 407 294 47 -
Livina 2,585 1,527 986 19 -
Murano 130 63 33 5 -
Total 20,632 19,356 17,307 15,782 14,310
Nissan Share 4.7% 4.3% 3.6% 2.5% 2.6%
Datsun Share - - 0.4% 1.4% 1.3%
Total Share 4.7% 4.3% 4.0% 3.9% 3.9%

Data source: Naamsa.

23 June 2017

Toyota UK Sales 2010-16 (by model)


Toyota had a good decade previously in the UK, yet it's share slipped during the six years of this period under discussion. To find the problem isn't obvious at first. Only the medium large Avensis model fell substantially. However, the overall market in the UK was very strong for sales and while Toyota didn't lose sales, they didn't grow fully with the market.

I think Toyota was simply not aggressive enough. Discounting to buy share isn't smart and that wasn't what they did. Increasing your share of the pie is best achieved through product. The new C-HR arrived late 2016 and that has styling that was clearly aimed at the likes of the Nissan Juke. Nissan did it right with that model so why not take a leaf out of their book?

Summary: Japanese car companies have become far too conservative for European tastes. Toyota is starting to wake up from its dozed state and is looking at producing a more exciting range. That will work for sure, if they can hold their nerve. Fortune favours the brave.

Mod/Yr 2010 2011 2012 2013 2014 2015 2016
Yaris 21,965 17,861 29,974 31,153 31,160 33,196 30,402
Aygo 13,601 14,231 16,049 16,262 20,620 24,543 23,386
Auris 12,718 11,469 9,876 16,215 19,109 18,951 16,528
Rav4 5,196 4,686 4,030 7,174 7,580 6,905 8,562
Prius 10,537 6,513 4,716 2,793 2,443 3,361 5,311
Avensis 11,276 8,164 8,632 5,384 5,208 5,236 5,133
Verso 4,290 4,944 3,613 3,720 3,477 3,624 3,840
Prius + - - 827 1,108 818 1,144 1,184
L Cruiser 1,421 999 836 540 787 745 751
GT86 - - 1,435 1,772 1,042 775 681
C-HR - - - - - - 509
Prius P In 21 3 428 509 379 270 96
Mirai - - - - - 4 8
L Crus V8 456 606 784 556 470 298 1
iQ 4,468 2,869 2,675 1,464 920 10 -
Urb Cruis 1,464 1,236 679 3 - - -
Total 87,413 73,581 84,554 88,653 94,013 99,062 96,392
Share 4.3% 3.8% 4.1% 3.9% 3.8% 3.7% 3.6%

Data source: Toyota UK. A big thanks for them in being so generous with their data. It would be nice if others were too. The publicity doesn't do any harm either.

To go to the first in the series, simply click here.

20 June 2017

Porsche Germany Sales (Model) : 2010-2016

Porsche drivers park poorly. Fact

Porsche is a niche brand in Germany, traditionally selling expensive sports cars. At that time, the marque took about 0.3% of total German sales.  The Cayenne SUV arrived in 2002 and moved the brand into the 0.5% area. When the Panamera 4-door car came along in 2009, 0.7% became the standard penetration. 2014 marked the arrival of the compact Macan SUV so 0.9% became the norm.

From that we see Porsche is a small player in terms of volume, but hardly surprising in view of the premium price of the cars. SUVs now account for just over half of total sales and with the Panamera added, sports cars are solidly below the half way mark.

The data below shows sales by model since 2010. Sales hit about 20,000 in 2012 and would have stayed around that mark but for the Macan. Porsche passed 30,000 sales for the first time in 2016 and the compact SUV was the best selling car for the first time. On a side point, I can't understand why 3.5% of the sales in 2016 are 'Others'.

Summary: The current range of cars seems to suit the marque. I'm not sure where another model would fit into the range. Porsche isn't about chasing every sale but about profitability and per unit I believe it is the most profitable brand there is. So I assume sales will hold at around the 30k mark in Germany for the foreseeable future with fluctuations for model cycles and the market the most likely reasons for variation.

MODEL/YR 2010 2011 2012 2013 2014 2015 2016
MACAN - - - - 5,447 8,056 8,348
911 5,778 6,373 5,974 6,898 7,056 8,143 8,016
CAYENNE 5,266 6,091 8,521 7,076 5,374 6,414 7,168
BOX/CAYMN 2,135 2,215 2,174 3,865 3,660 3,504 4,199
PANAMERA 2,674 3,391 3,489 2,538 2,338 1,751 1,400
OTHER 404 620 358 422 490 675 1,072
TOTAL 16,257 18,690 20,516 20,799 24,365 28,543 30,203
SHARE 0.6% 0.6% 0.7% 0.7% 0.8% 0.9% 0.9%

Data source: KBA.