28 May 2011

North America - Europe Brand Comparison 2010

Nth America and Europe car markets (without the Russian region) are very similar in size. Both are between 1.3 and 1.4 million sales, Europe the slightly larger. After that, the similarities are less common. Top end luxury brands are quite alike but the more mass produced a vehicle, the greater the differences. Europe has more brands on sale, many that do not make it to the US. The chart below shows this:

Major Brands (millions):

Brand/Nth Am/Euro
Gen Mot 2.460 - 1.190
Ford 2.200 - 1.100
Chrysler 1.290 - 0.036
Toyota 1.650 - 0.580
Honda 1.350 - 0.190
Nissan 0.880 0.400
Mazda 0.310 - 0.180
Mitsubishi 0.075 - 0.110
Subaru 0.290 - 0.045
Hyundai 0.660 0.360
Kia 0.410 - 0.260
VW 0.300 1.540
Renault 0.000 - 1.150
Peugeot 0.000 - 1.000
Fiat 0.000 - 0.850
Skoda 0.000 - 0.460

Japanese brands are so much stronger on the western side of the Atlantic whereas some big Euro brands do not even sell there.

Premium Brands (thousands):

Brand/Nth Am/Euro
BMW 247 - 610
Mercedes 255 - 590
Audi 116 - 625
Volvo 60 - 230
MINI 50 - 140
L Rover 35 - 67
Porsche 27 - 38
Jaguar 14 - 27
smart 8 - 83
Saab 5 - 21
Lexus 244 - 18
Infiniti 117 - 2
Acura 151 - 0

The Japanese divide is evident again, so Japanese cars do much better in North America right across the board. However, European premium brands sell well in Nth America when compared to mass market Euro brands. Super Luxury brands are surprisingly similar between markets.

In summary: Two markets of similar size but at the lower end of the price scale not much in common.

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