30 August 2019

Plymouth USA Sales : 1990's

Sadly it just breezed in and out fairly quickly

Plymouth's success around this time was based on the Voyager van. It was taking about half of all sales for the marque but what did that say about the rest of the range?

The Horizon wasn't replaced although its role was taken up by the Sundance and then Neon. From 1990 to 1994, sales looked OK but it all down to the Voyager and the new Neon model. What was the next strategy?

Model 1994 1993 1992 1991 1990
Voyager 211,494 211,813 201,016 173,370 171,527
Neon/Sundance 123,170 86,635 66,734 53,818 65,590
Acclaim 63,837 78,374 73,220 92,352 113,776
Laser 4,696 16,005 24,494 28,201 40,177
Colt 3,732 12,947 10,221 12,457 18,818
Colt Vista 2,378 6,175 7,057 4,860 2,666
Horizon


505 11,937
Total US Sales 409,307 411,949 382,742 365,563 424,491

Well that seems to have been wave the white flag. The Breeze replaced the Acclaim but that wasn't hugely successful and the Prowler a tiny selling car. Everything else was either deleted or falling in sales. The brand left the Canadian market in 1999 and by the end of that year, the decision was made to end Plymouth altogether.

Model 1999 1998 1997 1996 1995
Voyager 138,644 156,971 156,056 153,862 178,327
Neon 71,561 78,533 86,798 105,472 106,205
Breeze/Acclaim 52,054 59,543 72,499 64,500 6,678
Prowler 2,365 1,594 120

Colt Vista



682
Total US Sales 264,624 296,641 315,473 323,834 291,892

Sales for the year 2000 were 87,000 and 31,500 the following one. 

Summary: In the end, the brand was basically just a badge, sharing models with other divisions with no real point of difference. Brand loyalty was waning and sales were falling, so there had to be only one outcome.

To see the first in the series (the 70's), simply click here.

The lights soon went out on the Plymouth Neon

28 August 2019

Mercury USA Sales : 1990's

As you may have already guessed, the Mountaineer

Mercury started the decade slightly higher than the previous one and finished a bit lower. All that was missing was a upward sales spike in the middle. It needed some new models but would this enough for the brand name to survive?

The '90-'94 period witnessed the reintroduction of the Capri name, but this time a sports car from Australia. Then the Villager minivan arrived, a version of the Nissan Quest and manufactured in a joint venture plant in the US. Sales certainly improved in this period although only one model could manage a total above 100,000 units, the Sable.

Model 1994 1993 1992 1991 1990
Sable 113,282 120,977 116,623 100,331 96,803
Grand Marquis 96,631 85,195 94,607 94,588 101,737
Cougar 77,982 73,362 54,557 55,148 76,313
Villager 76,844 71,567 14,717

Tracer 57,266 45,754 43,127 45,602 34,494
Topaz 41,298 77,267 80,755 59,190 70,753
Capri 3,948 9,723 12,557 21,200 8,072
Total US Sales 467,251 483,845 416,943 376,059 388,172

The poorly executed and slow selling Capri was dropped and in came the Mountaineer medium SUV. However, sales remained much the same through the period form '95-'99 which must have been a disappointment.  

Model 1999 1998 1997 1996 1995
Grand Marquis 122,776 114,162 109,539 99,770 90,367
Sable 101,120 100,367 112,400 114,164 102,565
Cougar 56,831 38,216 30,516 36,015 53,387
Mountaineer 49,281 48,595 45,363 26,700
Villager 45,315 38,495 55,168 65,587 75,052
Mystique/Topaz 39,531 38,274 41,038 57,102 63,008
Tracer 23,146 33,077 43,589 47,797 51,988
Total US Sales 438,000 411,186 437,613 447,135 436,367

Summary: Mercury wasn't a disaster but neither was it proving very popular either. The next decade would be crucial if the marque hoped to continue.

For the 70's coverage in this series, simply click here.
For the 2000's, please click here.

The 1992 Sable. It does look bland

18 August 2019

Lada Global Sales (By Model) : 2019 (Jan-Jun)

The Xray SUV looks decent enough

For the first six months of the year, Lada sold 200,000 cars. That's well short of many years gone by but it's been a process of consolidation and revitalisation which has been working. It is almost wholly a Russian brand with few exports. Should that change?

The focus of the data below is on which models have improved their contribution and which ones haven't. The 2019 share is for six months while the 2018 is the full year. Blue is increased share, yellow the opposite.

The sub-compact Granta model took 35% of all sales and went into first place, ahead of the compact Vesta. The Granta replaced the Kalina and the Vesta the Priora. The Largus compact MPV, 4x4 jeep (formerly the Niva) and Xray compact SUV make up the numbers.

In answer to the question should Lada be present in more markets I have to say probably not. It's a budget brand similar to Dacia and it already has that market covered very well. They are also not quite up to Dacia standard either, although they would sell at a sharp price one would imagine. However, it may not get the opportunity to expand beyond its present limited reach.


18 19 Model 2019 % '19 % '18

2 1 Granta 69,743 35.0% 28.7%

1 2 Vesta 64,224 32.2% 29.9%

3 3 Largus 27,905 14.0% 14.7%

4 4 4x4 20,181 10.1% 10.8%

5 5 Xray 16,456 8.3% 9.4%

9 6 Kalina 94 0.0% 0.3%

7 7 Priora 4 0.0% 2.3%

8 8 110 1 0.0% 0.5%

6 - 1117 -
3.1%


Misc 554 0.3% 0.2%


Total 199,162

Data source: Renault Group.

17 August 2019

Dacia Global Sales (By Model) : 2019 (Jan-Jun)


Over 70% of all sales reside with the top two models. That said, there are only five. Nearly 400,000 found homes in the first half of 2019, not a bad effort for a Euro brand selling budget models to a sophisticated market. I like the idea of this sort of car, many cars today are too complicated.

The focus of the data below is on which models have improved their contribution and which ones haven't. The 2019 share is for six months while the 2018 is the full year. Blue is increased share, yellow the opposite.

It is only sold in Europe so the term Global in the title is not technically true. This is because when these cars are sold in emerging markets outside its home continent, they are classified as Renault models. I wonder why it hasn't been offered in places like New Zealand as a brand in its own right. I see an opportunity missed.


18 19 Model 2019 % '19 % '18

1 1 Sandero 151,184 38.3% 39.8%

2 2 Duster 133,648 33.8% 30.9%

3 3 Dokker 48,888 12.4% 12.9%

4 4 Logan 42,909 10.9% 11.2%

5 5 Lodgy 18,397 4.7% 5.1%


Misc 51 0.0% 0.0%


Total 395,077

Data source: Renault Group.

16 August 2019

Renault Brand Global Sales (By Model) : 2019 (Jan-Jun)


For the first six months of the year, Renault brand's worldwide passenger car and light commercial vehicle sales were just over 1.2 million. The focus of the data below is on which models have improved their contribution and which ones haven't. The 2019 share is for six months while the 2018 is the full year. Blue is increased share, yellow the opposite.

The new Clio model small car (series 5) is doing well, with just over a fifth of all sales. The Mégane, Captur and Quid also improved their contribution to the Renault cause. The main casualties seem to be models taken from Dacia and sold outside of Europe with a Renault logo.

One trend is the swing to Europe, with sales the same as last year. Other regions are all down slightly except China, which is down 24% and the Middle East suffered as well, due to sales being halted in Iran.


18 19 Model 2019 % '19 % '18

1 1 Clio 250,974 20.4% 17.8%

2 2 Mégane 139,169 11.3% 11.3%

3 3 Captur 130,968 10.7% 9.5%

6 4 Kwid 90,522 7.4% 6.7%

7 5 Kangoo 67,635 5.5% 5.7%

9 6 Kadjar 66,859 5.4% 5.3%

8 7 Duster 66,161 5.4% 5.4%

5 8 Sandero 64,952 5.3% 7.4%

4 9 Logan 64,682 5.3% 7.7%

10 10 Master 62,602 5.1% 4.7%

11 11 Trafic 52,080 4.2% 3.9%

12 12 Twingo 46,037 3.7% 3.6%

13 13 Kaptur 35,670 2.9% 2.8%

15 14 Zoe 25,686 2.1% 1.6%

16 15 Oroch 18,110 1.5% 1.5%

14 16 Koleos 17,920 1.5% 2.7%

17 17 Talisman 9,438 0.8% 0.9%

18 18 Dokker 9,242 0.8% 0.7%

19 19 Espace 5,922 0.5% 0.5%

- 20 Maxity 1,460 0.1% n/a

22 21 Twizy 1,183 0.1% 0.1%

20 22 Alaskan 871 0.1% 0.1%

23 23 Lodgy 491 0.0% 0.1%

21 24 Fluence 84 0.0% 0.1%


Other 940 0.1% 0.1%


Total 1,229,658

Data source: Renault Group.