Although total car and light-truck sales in August (995,180 units) sagged by 17.8% on a selling-day-adjusted basis* compared with last year’s same-month results (1,259,794 units)—when the federal government’s CARS cash incentive program was in effect—there was some positive news, based on J.D. Power sales analyses.
August deliveries (retail and fleet) improved by 2.6% from July 2010 sales results when comparisons are selling-day adjusted. In addition, year-to-date total deliveries have improved by nearly 9.0%, to 7,645,230 unit sales—up more than 588,000 unit sales in the same 8 months last year, which included August 2009 totals primed by “Cash for Clunkers” inducements.
“August was slightly below initial expectations but was able to come in at a level that is consistent with the overall recovery,” said Jeff Schuster, executive director of automotive forecasting at J.D. Power and Associates. He notes, “The month suffered from a number of variables that includes an underperforming economy; lower incentive levels; and the likelihood that some buyers delayed their purchase due to expected Labor Day sales and shortages of some models. The performance reminds us that the recovery will be slow, with ups and downs, but is progressing in the right direction.”
A few automaker, brand and model highlights:
- Seven of the 11 multi-franchise automakers outperformed the industry, which was down 17.8% from a year ago.
- Jaguar Land Rover** sales advanced the most (+30.3%) among multi-franchise automakers. Sales of the all-new Jaguar XJ Series climbed significantly, as did sales of the Land Rover LR4.
- Daimler (+11.7%) and Chrysler (+11.1%) Groups posted double-digit gains from a year ago. Mercedes-Benz C-Class and E-Class sales bolstered Daimler totals. Dodge Challenger and Nitro picked up steam, while the new Jeep Grand Cherokee doubled deliveries from July. Chrysler’s Town & Country and Sebring also posted better sales than last year.
- Volkswagen and BMW Groups’ results improved in single digits from August 2009. Sales of the BMW 7 Series and Z4 helped the German premium brand post higher August deliveries. Volkswagen Group had several strong performers, including the Audi A4 and Q5. Porsche Cayenne and Panamera sales boosted the premium sports car brand’s totals, while Passat and CC sales increased significantly.
- August’s two best-selling automakers were General Motors and Ford Motor Company. Ford with its Lincoln and Mercury brands posted the smallest year-over-year decline of 7.2% and also gained share in August—1.79 percentage points—to end the month with 15.62% of US sales. GM’s sales fell 21.5% from last year and ended August with 0.85% less share, but remained the market leader with 18.60% of industry sales in the month.
- Toyota, Honda and Nissan Groups posted the largest year-over-year sales declines (down 24% to 31%) in comparison to last August, when these same companies posted record results for the month. Toyota Group’s share fell to 14.9%—down nearly 3.0 points from a year ago. Honda’s share dipped by nearly 2.0 points to 10.93% in August 2010.
- At the brand level, Ford was the best-selling nameplate in the U.S. market in August, as well as through the first eight months of 2010, followed by Chevrolet and Toyota, respectively.
- All four independents sold fewer new cars and light trucks in August than last year. Fuji Heavy Industries’ Subaru brand posted a double-digit decline, as did Mazda. However, there was strong demand for the Subaru Outback, and Mazda CX-9 sales climbed significantly from last year. Also, in its second month, the Mazda 2 gained traction.
*August 2010 had 25 selling days and August 2009 had 26 selling days.
**Jaguar Land Rover sales are estimated.
