Chrysler Australia Model Sales : 2011-17

Chrysler has always lived under the shadow of GM and Ford in the US motoring landscape. It currently resides within the FCA Group (Fiat/Chrysler). Recently its future was mapped out and Jeep was the main focus, followed by RAM. Chrysler will continue as is, while Dodge looks to become a performance specialist brand.

In recent times, it's Jeep that has been the mainstay of the company in Australia, with Dodge and Chrysler providing supporting roles. In 2014, 3% share was reached which is a good result based around the Grand Cherokee model. However, since then sales have fallen quite sharply due to poor customer satisfaction issues.

There is a determination to win back customer confidence but as of now that is a wait and see proposition. These things take time and with so much competition, keeping the customer happy isn't optional.

	Chrysler
	Model/Year	2017	2016	2015	2014	2013	2012	2011
	Gr Cherokee	5,356	6,379	11,964	16,582	12,931	8,373	3,374
	Cherokee	1,069	2,079	6,156	3,997	82	2,070	1,573
	Wrangler	997	1,283	2,106	2,900	2,895	2,548	2,824
	Renegade	704	1,051	291
	Compass	143	1,097	2,516	4,212	3,670	2,898
	Patriot	1	731	1,385	2,717	2,592	2,125	877
	Jeep S/T	8,270	12,620	24,418	30,408	22,170	18,014	8,648
	RAM	398	292
	Journey	4	366	1,184	1,547	1,661	1,428	1,016
	Caliber						410	1,257
	Nitro						190	430
	Dod/RAM S/T	402	658	1,184	1,547	1,661	2,028	2,703
	300C	257	460	880	1,580	2,508	1,206	360
	Voyager	1	2	45	77	168	153	214
	Sebring							6
	Chrysler S/T	258	462	925	1,657	2,676	1,359	580
	Total	8,930	13,740	26,527	33,612	26,507	21,401	11,931
	Percent	0.8%	1.2%	2.3%	3.0%	2.3%	1.9%	1.2%

Ford Australia Model Sales : 2011-17

Like the other US brand Holden, Ford has also closed its production operation in Australia. It was making the increasingly unloved Falcon large car, plus the aging Territory medium sized SUV. Neither were being exported beyond New Zealand and the numbers didn't stack up. Overall, the locals took Ford's departure in their stride.

Ford has been steadily losing share in recent years, as was Holden. It hasn't been as dramatic and in fact Ford is now ahead of Holden in 2018, the first time since 1997. Much of that is to do with the vehicle you see in the picture, the Ford Ranger. It captured nearly 55% of total Ford sales in 2017, an unhealthy reliance but as the Beatles said, you have to get while you can.

How Ford can spread its sales across the range more evenly will be interesting to see, but it will have to be reliant more on SUVs. Cars aren't going to be part of Ford's future to any major degree. The only car doing well is the Mustang. Market share has fallen from 9.0% to 6.6% in 2017. For the first half of 2018, it was 6.0% so the challenge of retaining its position in the market is still a pressing issue.

	Ford
	Model/Year	2017	2016	2015	2014	2013	2012	2011
	Ranger	42,728	36,934	29,185	26,619	21,752	18,097	15,586
	Mustang	9,165	6,208	121
	Focus	5,953	6,783	7,112	15,116	19,180	18,586	12,863
	Escape/Kuga	5,247	4,432	4,344	5,874	3,915	2,046	2,512
	Everest	4,607	3,614	1,245
	Mondeo	2,959	3,122	2,120	3,051	3,089	5,203	6,626
	Territory	1,764	6,928	8,902	9,828	14,261	14,646	13,866
	Fiesta	1,550	2,722	4,526	6,530	8,262	10,413	12,286
	Transit Cust	1,533	1,205	1,059	477
	Ecosport	1,364	1,819	2,453	2,200	128
	Transit	1,009	836	795	874	1,360	1,648	1,949
	Falcon	210	4,434	5,938	6,349	10,610	14,036	18,741
	Falcon Ute	72	2,170	2,654	2,785	4,679	5,733	6,814
	Total	78,161	81,207	70,454	79,703	87,236	90,408	91,243
	Percent	6.6%	6.9%	6.1%	7.2%	7.7%	8.1%	9.0%

Holden Model Sales : 2011-17

GM Holden has been readjusting in Australia. It recently ceased production of the locally designed large Commodore and also the compact Cruze models. The image as the local brand has been negatively affected by the closure. The fact that it was a manufacturer for more than 60 years seems to count for little. 

A 1964 Holden model. I had a dinky car of the 1963 version. 

The Insignia model is now imported with the Commodore nameplate, retaining that name an unpopular move for many. The switch of sourcing took place late in 2017 so the impact isn't fully shown in the data below. So, let's delve into what the data reveals.

The Holden brand held 12.5% market share in 2011, dropping to 7.6% in 2017. For the first six months of 2018, the percentage has fallen to 5.4%! For 2014, it was the number two brand and in 2018 6th. The readjustment is well underway. 

The Commodore is now a Euro model, the Colorado pick up truck about to become the best selling model within the range, new models like the Equinox not selling as well as expected. It's not an easy time for the Lion and Stone brand. Competition is tough and the closure of local production (along with Ford and Toyota)  has not gone down well. It seems to have affected Holden more.

The reason to me is the Commodore wasn't just about loyalty to the Holden brand, it was more about loyalty to an iconic model. That car is now consigned to history and Holden has its work cut out to retain a strong presence in the Australian car market.

Please note: The Commodore figures below includes Insignia sales.

	Holden
	Model/Year	2017	2016	2015	2014	2013	2012	2011
	Commodore	23,685	26,091	27,918	30,203	27,766	30,532	40,617
	Colorado	21,579	18,386	18,520	18,048	17,203	12,902	11,824
	Astra/Cruze	13,989	14,101	15,985	18,554	24,421	29,161	33,784
	Captiva 7	9,588	11,246	10,239	10,159	13,282	11,378	10,324
	Trax	7,497	7,976	6,350	5,979	1,522
	Commod Ute	4,241	4,802	4,936	5,596	5,074	7,925	9,489
	Barina	3,697	4,166	5,999	7,653	11,022	13,635	11,963
	Trailblazer	3,304	147		1,508	1,597	177
	Spark	1,227	1,760	1,450
	Equinox/Cap 5	752	36	5,628	5,481	6,751	7,085	4,799
	Caprice	551	954	1,324	1,218	1,113	1,460	1,892
	Cascada	100	500	523
	Malibu/Epica	94	1,005	1,027	1,635	1,326	15	997
	Other	1	0	8	58	982	394	406
	Total	90,305	91,170	99,907	106,092	112,059	114,664	126,095
	Percent	7.6%	8.0%	8.9%	9.5%	9.9%	10.3%	12.5%