20 May 2016

Škoda / SEAT Brand Regional Sales : 2013-15

Two of VW Group's brands are similar, yet different. To me Škoda means practical motoring at a reasonable price. SEAT is more sporty, youthful in image, but not enough that way. I think SEAT needs to focus more on its image.

Looking at their pasts, Škoda made 124,000 vehicles in 2001, while SEAT manufactured 440,500. Yet in 2015, it was 1,037,000 (+736%) and 415,000 (-6%) respectively. It's easy to see the vast difference in trajectory these two brands have taken when it comes to production volumes.


Škoda: 70% of deliveries were in Europe / Other, so a strong bias shown there. The rest are sold in Asia / Pacific with a small trickle of cars finding their way to South America. That isn't as well spread as it could be but its presence in China gives some sort of global reach.


Škoda

Region 2015 Shr +/-
2014 Shr +/-
2013 Shr

Europe/Other 748,704 70.9% 2%
732,122 70.6% 10%
663,120 72.0%

Asia / Pacific 306,240 29.0% 1%
303,841 29.3% 19%
256,038 27.8%

South Amer 1,056 0.1% 2%
1,037 0.1% -44%
1,842 0.2%

North Amer 0 0.0%
0 0.0%
0 0.0%

Total 1,056,000
2%
1,037,000
13%
921,000


SEAT: This brand's problems are clear here, with nearly 94% of deliveries in one region. Some go to North America which would be Mexico where SEAT is popular. Still, relying on one area of the world is risky if it takes a downturn. I don't think there are any plans to take it further, for now doing better in Europe is surely the goal.


SEAT

Region 2015 Shr +/-
2014 Shr +/-
2013 Shr

Europe/Other 375,200 93.8% 2%
369,104 94.4% 11%
332,280 93.6%

North Amer 24,000 6.0% 12%
21,505 5.5% 1%
21,300 6.0%

South Amer 800 0.2% 105%
391 0.1% 10%
355 0.1%

Asia / Pacific 0 0.0%
0 0.0%
1,065 0.3%

Total 400,000
2%
391,000
10%
355,000

Summary: Škoda is doing well in Europe and China and has the potential to go further one would feel. Otherwise any growth from here will be steady as tries to win more market share, which isn't something that can be done quickly, nor should it be. SEAT is on the right track and it too can expect incremental gains as the model range widens.

No comments: