December was quite merry for automakers. US light vehicle sales rose 8.9% to an estimated 1.24m units, producing a seasonally adjusted annualised rate (SAAR) of 13.56m, down slightly from November’s 13.63m mark but still the second best reading of the year. Full year sales came in somewhat above 12.7m, in line with just-auto estimates.
Sales are estimated because BMW and Mercedes-Benz, locked in a tight race to lead the premium segment, did not issue their official sales figures on Wednesday. The explanations, if any, should be fascinating.
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The folks in Dearborn may still be partying: the Ford brand repeated as America’s favourite marque, more than 240,000 sales ahead of Chevrolet: the F-Series pickup completed three decades as the best-selling vehicle in the US and the Fusion not only became the top-selling American-badged car, it made it all the way to third place, a significant achievement. With the Escape as the top-selling SUV and the E-series the favoured full-size van, Ford swept the field in every segment in which it competes.
Chrysler continued to outperform the market. Sales of the company’s flagship brand soared 82.6% in December, driven by sales of the 200 and 300 saloons. Not to be outdone, Jeep passed GMC to be 2011’s top truck-only brand in the States.
General Motors had a tough December though it beat the average of analyst predictions. Caught between discontinued models and fresh product, three of the general’s brands came up short. Fortunately, the division in the black was Chevrolet: sales of the Cruze, Malibu and Silverado pickup got GM to the finish line. It ended 2011 13.2% ahead of 2010.
Kia reported more sales records as it not only surpassed the 400,000-unit milestone but came close to 0.5m sales for the year. Sales were up 42.5% in December and 36.3% for the year. Hyundai’s gains were more moderate – 13.3% in December, 20% for the year – still good enough for another sales record.
Despite recent rough spots, Subaru came through with a strong December to chalk up another record year. It is looking to reach the 300,000-sale mark in 2012.
Toyota sales improved in December, coming in slightly ahead of the last month of 2010. The top Japanese automaker still finished the year in the red, down 6.7%.
Honda was the big loser among the majors, hit by natural disasters and unfavourable reactions to the new Civic. December sales drooped 18.8% and the year-end shortfall was 6.8%. The Accord, usually one of the top two or three passenger cars, finished the year at fifth.
Nissan ended the month and the year in the best shape of any of the major imports. December sales were up 7.7% and the year-end tally came in 14.7% ahead of 2010.
Audi set a new all-time annual sales record. The new A7 has been very well received. Parent Volkswagen is also on a roll; the US-built Passat has made one of the strongest debuts of any new vehicle in 2011.
Volvo continues to flourish under new owner Geely: sales improved 24.6% in 2011.
Tata looks to be doing well with Jaguar and Land Rover: JLRNA finished 2011 up 11.4%.
Forecasts for 2012 are split: Morgan Stanley recently raised its projection to 14m sales though most other analysts are looking for results in the mid-to-upper 13m range. Recent sales have been robust but some worry the good results were driven by pent-up demand that may have been mostly satisfied. The US economy is recovering, albeit slowly, but there are still many factors that could throw a spanner into the works.
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