New-car sales tables from across Europe for 2004 confirm once again that there is no such thing as a uniform car buyer in the region.
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There are extensive differences by country in what customers want. What appeals in Berlin does not necessarily fly in Barcelona. And certainly not in Budapest, Automotive News Europe noted.
Overall, the Volkswagen Golf last year regained its status as western Europe ’s best-seller, a position sporadically occupied in recent years by the Peugeot 206, Fiat Punto and Renault Megane.
But what makes a best seller?
“It’s a car that makes an emotional connection with consumers,” said Geoff Polites, the former Ford Australia chief now heading up Ford’s European sales and marketing operations.
Ford has been a bit short of best sellers in Europe in recent years, but the company hopes that is about to change. Polites said the SAV concept it unveiled at this month’s Geneva motor show heralds a new design direction at Ford.
“We spent the 1990s refining car driving dynamics,” he said. “Now it’s time to put some emotion into our products.”
Similar sentiments were heard at Toyota, which has promised to give future models more design flair. Historically, the corporation’s products looked dull, but sold well because of the car maker’s reputation for quality, reliability and value.
A perfect example is the Corolla, which was the top selling new car in Ireland, Finland and Estonia last year despite not being restyled since 2001.
But product originality is emerging as the key to commercial success.
Patrick Le Quement, Renault senior vice president in charge of corporate design, noted that all automakers use the same suppliers. That means a technology improvement pioneered by one is a commercial advantage only for a matter of months before it is embraced by others.
Separation by design
“There are no bad cars today,” Le Quement said. That’s why he believes design now plays a more important role than it did 15 years ago.
Renault under Le Quement and BMW under Chris Bangle have made radical changes to their products’ designs. Despite frequent media criticism, though, both automakers’ products sell well.
Several BMWs and Renaults are best sellers in their segments.
2004 best selling models, by country, in units
Austria – VW Golf – 22,925
Belgium – Peugeot 206 – 19,634
Czech Rep. – Skoda Fabia – 43,589
Denmark – Peugeot 307 – 5,959
Estonia – Toyota Corolla – 696
Finland – Toyota Corolla – 435
France – Peugeot 206 – 151,250
Germany – VW Golf – 221,165
Greece – Opel Corsa – 9,676
Hungary – Suzuki Ignis – 19,005
Ireland – Toyota Corolla – 7,430
Italy – Fiat Punto – 176,659
Latvia – Hyundai Getz – 396
Lithuania – Renault Scenic – 285
Netherlands – Peugeot 307 – 22,508
Norway – Toyota Avensis – 6,295
Poland – Fiat Panda – 28,000
Portugal – Renault Megane – 14,656
Romania – Dacia Logan – 20,274
Slovakia – Skoda Fabia – 14,942
Slovenia – Renault Clio – 7,868
Spain – Renault Megane – 102,602
Sweden – Volvo V70 – 22,018
Switzerland – VW Golf – 10,359
UK – Ford Focus – 110,074
Sources: JATO Dynamics, industry associations
