• H1 sales down 1.4% year on year
  • Despite promising May increase, June off 7.8%
  • ‘Big five’ market sales fall in June, only France and Germany up in H1
  • Volkswagen still Europe’s most popular brand

 

Fresh Focus boosted Ford H1 sales

'Fresh' Focus boosted Ford H1 sales

New car sales data for the first half of 2011 showed that, despite what was looking like an improving market, sales across Europe were slightly down year on year, according to JATO Dynamics. Although there was uplift in sales during May, total sales in June 2011 fell 7.8%.

Key points from this analyst include:

The European market dropped 1.4% (104,900 units) during H1 2011 compared to the same period last year and by 7.8% in June.

Overall, European markets struggled during H1 2011, with GB, Italy, Spain and Greece, down 7.1%, 13.2%, 26.9% and 43.6% respectively.

Only Ford and Audi experienced sales increases during June, both helped by the launch of new models.

Volkswagen retained and consolidateed its position as Europe’s leading brand, selling 880,308 units during H1 2011. 

JATO research head Gareth Hession said: “Despite some positive signs earlier this year, on-going economic instability in many markets has kept many people away from dealerships. The success of new models such as the new Ford Focus and Audi’s A1 demonstrates the importance of having products that are fresh as well as competitively positioned in a difficult market.”

National Trends

Similar to Q1 2011, only two of the ‘big five’ European markets showed positive growth during H1 2011: France and Germany were up 1.0% and 10.5% respectively while Great Britain, Italy and Spain were down 7.1%, 13.2% and 26.9%. Of these markets, Germany experienced the greatest unit growth in H1, up 153,788 units, while Spain saw the biggest decline, down 162,928 units.

Sales in Central and Eastern Europe performed consistently well during 2011 as automotive markets expand in the region. Poland was particularly good, up 22.9% in June and 22.8% during the first half of the year.

Brand Performance

Despite sales dipping 4.3% in June, Volkswagen remained Europe’s leading brand, extending its lead over rivals, with sales up 5.9% over the last six months. German brands continue to perform well in 2011 with Audi, BMW and Mercedes all experiencing increases of 8.7%, 8.4% and 0.6% respectively.  

June saw increases for only two of the top 10 brands, Ford and Audi, up 0.7% and 9.2% respectively, largely due to the significant sales of the Focus and the new A1.

Outside of the top 10 brands, Asian manufacturers, Nissan and Hyundai, have had positive performances, increasing 16.8% and 10.5% respectively during H1. Toyota experienced a decrease of 9.9% for the same period. 

Hession said: “Consumer perception of quality, high standard equipment levels and strong residual values are critical factors in the success of the German brands. Their success is supported not only by their traditional customer base, who being typically more affluent, are more confident purchasers during these tough economic times, but also from consumers who are looking for security from their hard earned investment.”

Model Performance

Volkswagen’s Golf maintained its leading position in Europe, selling 253,288 units in the first half of the year. The success of the re-launched Ford Focus and VW Passat meant these were the only two models in the top 10 to experience growth in June and during H1.

Sales by market

Country

Jun_11

Jun_10

% Change Jun

Jun YtD_11

Jun YtD_10

% Change YtD

Austria

32,018

32,957

-2.8%

187,593

169,676

+10.6%

Belgium

48,353

53,872

-10.2%

326,445

320,203

+1.9%

Cyprus

1,140

1,383

-17.6%

7,201

7,313

-1.5%

Czech Republic

16,156

18,515

-12.7%

88,284

88,960

-0.8%

Denmark

13,943

15,530

-10.2%

84,588

73,678

+14.8%

Estonia

1,458

896

+62.7%

8,463

4,853

+74.4%

Finland

11,220

12,237

-8.3%

71,278

62,436

+14.2%

France

210,172

240,531

-12.6%

1,225,084

1,212,436

+1.0%

Germany

288,382

289,259

-0.3%

1,622,579

1,468,791

+10.5%

Great Britain

183,125

195,226

-6.2%

1,029,638

1,108,662

-7.1%

Greece

9,738

14,591

-33.3%

55,160

97,732

-43.6%

Hungary

4,233

4,289

-1.3%

23,362

21,680

+7.8%

Iceland

1,166

1,135

+2.7%

3,056

1,925

+58.8%

Ireland

11,030

8,398

+31.3%

77,138

67,541

+14.2%

Italy

169,662

172,524

-1.7%

1,016,713

1,171,421

-13.2%

Latvia

912

631

+44.5%

5,082

2,634

+92.9%

Lithuania

1,344

663

+102.7%

6,623

3,277

+102.1%

Luxembourg

4,256

5,155

-17.4%

28,596

29,677

-3.6%

Norway

10,591

11,119

-4.7%

69,377

61,969

+12.0%

Poland

24,622

20,038

+22.9%

136,675

111,344

+22.8%

Portugal

17,162

26,028

-34.1%

91,915

115,245

-20.2%

Slovakia

7,485

6,284

+19.1%

35,403

29,522

+19.9%

Slovenia

5,769

5,663

+1.9%

32,942

32,403

+1.7%

Spain

83,325

121,727

-31.5%

442,394

605,322

-26.9%

Sweden

27,485

28,270

-2.8%

157,042

138,079

+13.7%

Switzerland

27,431

31,505

-12.9%

155,267

147,365

+5.4%

The Netherlands

50,677

50,680

-0.0%

328,773

270,093

+21.7%

Grand Total

1,262,855

1,369,106

-7.8%

7,316,671

7,424,237

-1.4%

 

Top 10 Brands

Make & Model

Jun_11

Jun_10

% Change Jun

Jun YtD_11

Jun YtD_10

% Change YtD

VOLKSWAGEN

146,508

153,110

-4.3%

880,308

831,381

+5.9%

FORD

104,140

103,401

+0.7%

596,526

631,943

-5.6%

OPEL/VAUXHALL

102,191

113,998

-10.4%

547,008

531,437

+2.9%

RENAULT

96,254

119,419

-19.4%

566,660

636,759

-11.0%

PEUGEOT

90,410

100,933

-10.4%

519,366

557,887

-6.9%

CITROEN

74,804

86,128

-13.1%

436,569

466,262

-6.4%

FIAT

69,484

80,466

-13.6%

393,906

487,005

-19.1%

AUDI

64,401

58,969

+9.2%

359,154

330,473

+8.7%

BMW

64,349

65,250

-1.4%

336,303

310,355

+8.4%

MERCEDES

58,498

61,064

-4.2%

300,943

299,098

+0.6%

Top 10 models

Make & Model

Jun_11

Jun_10

% Change Jun

Jun YtD_11

Jun YtD_10

% Change YtD

VOLKSWAGEN GOLF

41,113

45,329

-9.3%

253,288

272,684

-7.1%

FORD FIESTA

33,567

34,046

-1.4%

195,592

239,026

-18.2%

OPEL/VAUXHALL CORSA

33,133

38,431

-13.8%

170,659

177,578

-3.9%

VOLKSWAGEN POLO

31,590

36,871

-14.3%

188,225

190,650

-1.3%

FORD FOCUS

30,790

22,611

+36.2%

149,328

145,812

+2.4%

OPEL/VAUXHALL ASTRA

29,809

34,612

-13.9%

162,334

165,394

-1.9%

RENAULT CLIO

26,832

33,612

-20.2%

162,519

194,275

-16.3%

PEUGEOT 207

23,859

30,332

-21.3%

140,986

174,733

-19.3%

RENAULT MEGANE

23,051

28,622

-19.5%

129,175

143,346

-9.9%

VOLKSWAGEN PASSAT

22,876

19,447

+17.6%

131,979

102,487

+28.8%

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