Convertible registrations in the US reached record levels in 2004, with a 6.3% increase over last year and total registrations reaching 315,306, surpassing the 2001 record of 309,741, according to RL Polk & Co.
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The Chrysler Sebring convertible – the rental car of choice of many British holidaymakers visiting Florida and every ‘holiday in the sun’ television programme – was again the top-selling convertible in 2004 with 37,147 registrations.
“The success of the convertible in 2004 is due to a strong overall automotive market and several new convertible introductions,” said Polk’s Lonnie Miller.
“Convertibles are considered a discretionary purchase and, as such, a strong convertible market reflects an optimistic economic mood witnessed by the economic turnaround experienced in 2004.”
New convertible introductions in 2004 included Chrysler’s PT Cruiser and Crossfire, the Chevrolet SSR, BMW 645, Mini Cooper, Audi S4 and British-built Lotus Elise.
Convertibles have held steady at 1.8% of the US car market over the past three years and, at 1.9% in 2004, are inching towards 2%. The increase of 6.3% was significantly above the increase in light vehicle market registrations last year of 1.4%.
Following the Chrysler Sebring was the Ford Mustang with 33,235 registrations. The Volkswagen Beetle was third (21,631) and the BMW 3 Series fourth (17,035). The PT Cruiser Convertible newcomer rounded out the top five with 15,137 registrations in its first year of production.
“Convertibles have become an integral part of many manufacturers’ strategy,” said Miller. “They jazz up the brand’s overall vehicle portfolio, attract a desirable demographic and serve as showroom traffic builders. The introduction of hardtop convertibles is making them more appealing and practical for a broader range of customers. Planned new convertible introductions and freshened models will keep this category lively.”
Los Angeles and New York are the largest retail markets in the United States for convertibles with more than double the amount of convertibles as the third largest market: Miami/Ft. Lauderdale. San Francisco came in fourth followed by Chicago, Philadelphia and Washington, DC, Tampa, Atlanta and West Palm Beach.
Editor’s note: Germany and Britain are the top two markets in western Europe for convertibles, and the choice over here includes several more coupe-cabriolet folding metal roof models such as Peugeot’s 206 and 307, the Renault Megane and the Opel/Vauxhall Tigra. Due in the next year or so are the similar Mitsubishi Colt and VW Golf spin-off.
Like New York, neither Germany nor the UK is known for its convertible-friendly, year-round-sun-bathed climate. As the Americans say, “Go figure.”
