New model launches are fundamental to market success in the tough economic climate, Jato Dynamics said after analysing European new car sales in February.
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Sales of Ford’s highly regarded redesigned Fiesta – which will be on sale worldwide, including North America – within a year or so – were 15.6% higher year on year at 27,692 units.
“Set against a backdrop of a market that is down 18.3% year on year and 22.9% year to date, it is clear that consumers are looking to spend their money on the very latest models,” Jato said.
Outside the top 10, Jaguar and Alfa-Romeo are enjoying the greatest incremental sales success in 2009, predominantly thanks to the successful launches of their XF and Mito models.
Jaguar posted a 9.0% increase in February and volume was up 25.1% year to date. Alfa Romeo saw a 19.5% increase last month while its tally rose 7.1% year to date.
“Once again, we can see the positive effect that a new model launch can have in securing increased market share for a brand. Ford has clearly launched a desirable small car, and the combination of positive press coverage and strong showroom appeal is reaping rewards”, said David Di Girolamo, head of Jato Consult.
Brands
Volkswagen was Europe’s top-selling car brand in February, ahead of Ford, Renault, Opel/Vauxhall and Fiat. Year-to-date the order was Volkswagen, Ford, Fiat, Opel/Vauxhall and Peugeot.
Top Models
VW’s recently redesigned Golf maintained its lead in Europe last month, increasing its share year on year. The Golf led the Fiesta, Peugeot 207, Ford Focus, Fiat Panda, Opel/Vauxhall Corsa, VW Polo, Fiat Punto, Renault Clio and Opel/Vauxhall Astra.
It also topped the year to date chart, ahead of the Fiesta, 207, Focus, Corsa, Polo, Panda, Punto, Clio and Audi’s A4.
National Trends
Most European markets saw significantly lower new car sales in February 2009 than a year previously. The main exception was Germany where incentives to scrap older cars boosted sales 21.5% in February.
“The incentive to scrap older cars in Germany can be viewed from two perspectives, both in the sense that it is bringing much needed new car buyers into showrooms, but it will also have a positive affect on the environment as car drivers progressively trade older, less efficient cars for new, lower CO2 -emitting alternatives,” said Di Girolamo.
“It is likely that other European governments will come under pressure from lobby groups keen to see similar incentives introduced more widely.”
Feb_09 | Feb_08 | % Change Feb | Feb YtD_09 | Feb YtD_08 | % Change YtD | |
VOLKSWAGEN | 109,632 | 117,877 | -7.0% | 214,956 | 247,977 | -13.3% |
FORD | 80,821 | 87,829 | -8.0% | 170,789 | 199,188 | -14.3% |
RENAULT | 71,307 | 91,809 | -22.3% | 132,952 | 180,122 | -27.8% |
OPEL/VAUXHALL | 69,341 | 88,561 | -21.7% | 135,115 | 189,490 | -28.7% |
FIAT | 69,316 | 86,529 | -19.9% | 135,426 | 178,587 | -24.2% |
PEUGEOT | 66,512 | 93,064 | -28.5% | 133,867 | 183,573 | -27.1% |
CITROEN | 56,853 | 73,451 | -22.6% | 116,895 | 154,488 | -24.3% |
TOYOTA | 52,219 | 64,756 | -19.4% | 102,313 | 138,604 | -26.2% |
AUDI | 42,932 | 46,310 | -7.3% | 89,316 | 95,628 | -6.6% |
MERCEDES | 35,380 | 52,829 | -33.0% | 76,515 | 112,331 | -31.9% |
Make & Model | Feb_09 | Feb_08 | % Change Feb | Feb YtD_09 | Feb YtD_08 | % Change YtD |
VOLKSWAGEN GOLF | 34,759 | 36,323 | -4.3% | 69,151 | 78,254 | -11.6% |
FORD FIESTA | 27,692 | 23,947 | +15.6% | 59,482 | 52,498 | +13.3% |
PEUGEOT 207 | 26,559 | 38,390 | -30.8% | 51,919 | 76,624 | -32.2% |
FORD FOCUS | 21,460 | 26,573 | -19.2% | 43,856 | 60,691 | -27.7% |
FIAT PANDA | 20,538 | 19,429 | +5.7% | 38,122 | 41,593 | -8.3% |
OPEL/VAUXHALL CORSA | 20,523 | 28,155 | -27.1% | 39,956 | 61,347 | -34.9% |
VOLKSWAGEN POLO | 19,711 | 22,250 | -11.4% | 38,126 | 45,026 | -15.3% |
FIAT PUNTO | 18,575 | 26,606 | -30.2% | 35,708 | 57,178 | -37.5% |
RENAULT CLIO | 17,681 | 28,428 | -37.8% | 34,721 | 58,289 | -40.4% |
OPEL/VAUXHALL ASTRA | 17,273 | 27,039 | -36.1% | 32,564 | 55,912 | -41.8% |
