Once again, Toyota is the world’s largest vehicle manufacturer, heading up a top three list which remains unchanged from last year. Volkswagen again took second place, with GM – which for decades held the top spot – ranking third.
Toyota’s 10.23 million sales included the Hino heavy truck brand, just as Volkswagen Group’s 10.14 million sales incorporated not only its broad portfolio of car brands, but also the MAN and Scania CV brands. GM – which does not make heavy trucks – fell just short of 10 million units, at a reported 9.92 million.
Interesting headline fodder – but it’s questionable how meaningful this information really is, because the OEMs’ vastly different model ranges, structures, strategies, synergies, purchasing and positioning make this something of an exercise in comparing cars with motorcycles.
Recalls appear to have had little impact on the biggest OEMs. Toyota has clearly weathered its recent multi-million recalls period, and GM has maintained its position, and grown significantly, during – and despite – 2014 being its annus horribilis
What is perhaps more revealing is the strategic PR messages accompanying the 2014 results. Each of the top three OEMs reported sales totals in 2014 that were up compared to 2013 – Toyota grew 3%, VW 4% and GM 2%; and the top two OEMs for the first time breached the 10 million unit mark.
Toyota added a note of caution about its performance expectations for the coming year, stating that it anticipates weakening demand in emerging markets to result in a 1% decline in production and sales in 2015; meanwhile, Volkswagen remains guarded about its 2015 outlook, reiterating instead that its focus is on its Strategy 2018 targets.
It’s also interesting to note that recalls, on the whole, appear to have had little impact on the biggest OEMs. Toyota has clearly weathered its recent multi-million recalls period, and GM has maintained its position, and grown significantly, during – and despite – 2014 being its annus horribilis.
Ford will report its 2014 results on 29 January, and figures from Hyundai, Kia, Renault, Nissan and Fiat Chrysler Automobiles will provide the ranking of the remaining next-placed major OEMs.
Once the numbers are in, we can step back and admire the ranking. But the devil’s in the detail – and he’s hiding behind some big, bold headlines
Having committed to a statement about the limited meaningfulness of this information, it’s worth seeing the exercise through and considering the other top positions. Although Hyundai has not yet released its 2014 figures, it has stated targets for 2015 which show growth of 2.5% over 2014, slower than the 3.9% it is forecasting for the industry globally. The combined Hyundai-Kia sales total of 8.2 million units in 2015 suggests sales in 2014 of around 8 million; the Renault-Nissan Alliance totalled 8.27 million units in 2013, so a 2014 total of around 9 million seems likely; and further growth at Ford could bring it in at around the 7 million mark – in 2013 it reported 6.33 million units. And it will be fascinating to see where Fiat Chrysler Automobiles ranks in 2014 – in 2013, Fiat and Chrysler sold a combined total of 4.35 million units.
Once the numbers are in, we can step back and admire the ranking. But how do platform strategies compare? How do individual brands square up to their competitors? Has the volume created sufficient value? The devil’s in the detail – and he’s hiding behind some big, bold headlines.
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Martin Kahl is Editor, Automotive World
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