After a year of severe ups and downs, it’s perhaps surprising to note that the European passenger vehicle market finished 2010 only 4.9% lower than it did for the twelve months ending 31 December 2009. These numbers, compiled by ACEA, the European Automobile Manufacturers’ Association, also reveal some new trends for certain brands within the 28-country region* as defined by the association.
The Volkswagen Group remains unchallenged as Europe’s leading player, having entered 2011 with a firm 21.3% share (up 0.2%) of the market. The Golf and Polo remain strong in Germany and the UK as well as in many of the countries that make up central Europe. The Audi success story also continues, the division having sold 623,536 vehicles in 2010. That not only made it larger than both Mercedes-Benz and BMW but also placed it over 41,000 units ahead of Toyota. In 2009, Toyota led Audi by 84,758 sales.
The Volkswagen Group remains unchallenged as Europe’s leading player, having entered 2011 with a firm 21.3% share (up 0.2%) of the market.
Hyundai and Kia now outsell Toyota in Europe
Lexus, which easily outsold Audi in the US market last year (229,329 versus 101,329), managed only 17,857 European sales in 2010. Other upscale names also continue to struggle, with Jaguar selling only 27,052 cars in the last twelve months, with 16,417 of those sales being made in the UK.
Things look as though they will remain challenging for brands such as Jaguar and Lexus, especially with Hyundai having just launched its pricey Genesis line in certain European markets. This is an interesting move from the Korean firm. The number of cars sold will be small but it shows that the group intends to move steadily upscale in this region. Last year was also notable for the combined Hyundai and Kia (620,911) not only getting close to Audi’s total sales but managing to surge past the Toyota (582,457), Mercedes-Benz (586,146) and BMW (609,196) brands.
Hyundai and Kia might be doing extremely well, but Europe’s major mass market brands are not yet in danger of being outsold by the Korean makes. Indeed, some of them, such as Opel–Vauxhall, are enjoying impressive revivals. In December, the GM duo saw their sales up 22% year-on-year to 87,721 units thanks to a good performance by the Astra in Germany. In January 2011, Opel and Vauxhall may even outsell Renault, having brought the gap down to only 952 units in December, compared to an 18,818-vehicle deficit in December 2009.
Hyundai and Kia might be doing extremely well, but Europe’s major mass market brands are not yet in danger of being outsold by the Korean makes.
Mitsubishi’s December sales rose by 60% year-on-year
There has been good news too (at last) for Honda Europe, with its sales finally stabilising in recent months. While its 2010 market share, at only 1.4%, made it a smaller brand than Suzuki, it did at least outsell its Japanese rival last month (14,706 versus 14, 467).
Finally, the most improved brand of December 2010 came as a surprise to many. Lifting itself from a low base, Mitsubishi Motors sold 10,283 cars and SUVs last month, a year-on-year rise of 60%. The rollout of the i-MiEV electric car presently underway in 15 European markets can only help matters. Like Nissan Europe, Mitsubishi seems to have discovered that there is much to be said for small crossovers and EVs in this ever-changing regional market.
*25 EU markets (no data available for Cyprus & Malta) plus Norway, Switzerland and Iceland
The opinions expressed here are those of the author and do not necessarily reflect the positions of Automotive World Ltd.
