UK Regional Penetration 2019 : Renault & Honda

Both of these brands are not at their peak of power in the UK. They have had better times, neither no longer interested in chasing sales over profit. How are they doing now? First a brief explanation.

Below is a chart that has the UK divided into regions (England) and countries that show how the two brands are doing. The chart also has a ratio number by which the chart is sorted (1:1000). The higher the ratio, the further up the chart. The three countries each have a different colour and the England divisions are green.

The road ahead and a sporty drive to enjoy

Renault has 2.5% of total UK registrations. It does best in Northern Ireland (4.35%), East Midlands (3.5%), Scotland (3.4%) and Wales (3.1%). It generally does poorer in England with Yorkshire (1.8%) and the West Midlands (1.7%). It has no manufacturing base in the UK, so no obvious reason to excel in one area.

	Renault
	Region	Sales	1:1000
	Northern Ireland	2,226	43.5
	East Midlands	5,729	34.9
	Scotland	6,035	34.0
	Wales	2,514	31.4
	South West England	7,351	27.0
	North West England	6,251	26.5
	London	3,930	24.6
	North East England	1,668	24.3
	South East England	11,436	23.4
	East England	4,682	20.8
	Yorkshire & Humber	3,327	17.7
	West Midlands	4,018	17.0
	Total	59,167	25.2

Not a pipe nor slippers to be seen. Just an open,
twisting road and a huge grin, I'd imagine

Honda on the other hand does have a plant here, albeit likely to be closed in the not too distant future. Can you spot the region by the chart below? If you said the South West England, you'd be right. It is actually near the edge of the region but still manages 3.4% share compared to the national average of 1.9%.

The North East England and Scotland both do well with 2.3% penetration. The toffs in the South East of England are unimpressed (1.5%) as is also true in Yorkshire/Humberside (1.4%). I've driven a few Honda cars and generally found them of good quality, if lacking a bit of flair. Mind you, I didn't sample a Civic Type-R. Overall, they are a brand that should do better in Europe but perhaps for the image it has of an older person's car.

	Honda
	Region	Sales	1:1000
	South West England	9,259	34.0
	North East England	1,617	23.5
	Scotland	4,081	23.0
	East England	4,384	19.5
	London	3,089	19.3
	Northern Ireland	865	16.9
	North West England	3,764	16.0
	West Midlands	3,715	15.7
	Wales	1,252	15.6
	East Midlands	2,552	15.5
	South East England	7,531	15.4
	Yorkshire & Humber	2,645	14.1
	Total	44,754	19.1

Data source: DTI.