Detroit Losing Market Share

As much as managers of car companies love double digit increases such as the 22 percent overall gain in June, there is one aspect they really hate: When the market share charts come on the table. Market share measures the true performance of sales and engineering. If the damn market increases 22 percent, then your sales must increase 23 percent, just to stay ahead of the game. Managers of Detroit car companies eye these charts with trepidation. Share Jun 12 Share Jun 11 Change Share  YTD 12 Share  YTD 11 Change General Motors 19.35% 20.44% -1.09% 18.09% 19.92% -1.83% Ford Motor Co. 16.12% 18.36% -2.24% 15.68% 16.89% -1.21% Toyota 13.83% 10.53% 3.30% 14.39% 12.83% 1.55% Chrysler Group 11.26% 11.43% -0.17% 11.47% 10.10% 1.36% Honda 9.71% 7.96% 1.74% 9.64% 9.59% 0.05% Hyundai Group 8.96% 9.90% -0.94% 8.87% 8.97% -0.09% Nissan 7.18% 6.83% 0.34% 7.94% 7.97% -0.03% Volkswagen 3.97% 3.67% 0.30% 3.78% 3.33% 0.45% BMW Group 2.16% 2.55% -0.39% 2.18% 2.27% -0.09% Subaru 2.15% 1.88% 0.28% 2.26% 2.09% 0.17% Daimler AG 1.98% 2.17% -0.20% 1.96% 1.90% 0.06% Mazda 1.55% 1.83% -0.28% 1.98% 1.93% 0.05% Volvo Cars NA 0.55% 0.67% -0.12% 0.48% 0.57% -0.10% Mitsubishi 0.42% 0.79% -0.37% 0.45% 0.70% -0.24% Jaguar Land Rover 0.36% 0.43% -0.07% 0.38% 0.37% 0.00% Porsche 0.23% 0.24% -0.01% 0.23% 0.25% -0.02% Suzuki 0.18% 0.22% -0.04% 0.18% 0.21% -0.03% Other 0.02% 0.02% 0.00% 0.02% 0.02% 0.00% Maserati 0.02% 0.02% 0.00% 0.02% 0.02% 0.00% GM's market share has been eroding steadily, however, the pace of the decline is not as fast as it used to be. More worrisome is Ford. Its share was slightly above 16 percent in June, and slightly below 16 percent for the first six months of the year. Chrysler's outrageous percentage sales gains suddenly look in a different light when market share comes into play. Why are they losing? Because the others are gaining, simple as that. Honda and especially Toyota is on a roll. Toyota and Ford will trade places if that trend continues. from The Truth About Cars http://www.thetruthaboutcars.com

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