Posted by Brian Berg Google+
Auto marketers that use automotive data to better understand how to compile their ideal automobile mailing list have an advantage over competitors that aren’t currently looking at market conditions. Understanding the ebbs and flows of the market allow marketers to better understand their overall audience. This week’s BB Direct Blog delves into the current automobile market conditions within the US.
Strong sales of pickups and SUV’s are pushing October sales numbers up six percent over 2013 levels, with an annual sales rate in the 16.4 million ranges. Gas prices, which are very low right now, are certainly helping per industry insiders. But, not every carmaker was helped.
Chrysler again leading the way, posting its best October numbers in 13 years. Chrysler Group sales increased 22 percent in October, their eighth month of double-digit growth this year and their 55th-consecutive month of year-over-year sales gains. Chrysler Group is the industry’s fastest-growing automaker driven in part by sales of the all-new Jeep Cherokee and Chrysler 200 mid-size sedan, and by the strong consumer demand for award-winning Ram pickup trucks. The Chrysler 200 is selling at a 40 percent better rate than last year. Jeep sales again lead the way with a 52 percent sales increase. Ram sales were up 33 percent.
Ford sales dropped two percent, largely on tight inventories of pickup trucks, as they launch the new F-150. Some individual Ford models had a great month. Fusion is an outstanding success story with October marking six straight months of record sales. Fusion is on pace to break the 300,000-vehicle mark this year for the first time ever. Plus, based on the strong sales of the all-new MKC, Lincoln produced its best sales results in October since 2007.
Lincoln sales rose 25 percent, on the strength of new products like the MKC small SUV. GM sales rose a narrow .2 percent. Buick sales were up 6.5 percent. GM’s full size pickups also had a strong month. But, Cadillac sales dropped 8 percent. Market analysts feel Cadillac’s new products are very good, but they are now dealing with a much more competitive marketplace.
At Nissan, strong sales of truck based products pushed sales up 13 percent in October. High consumer confidence and low gas prices helped Nissan set their 13th consecutive monthly sales record in October. Nissan expect that these factors will continue to boost auto sales for the last two months of 2014. Crossover sales are booming, and the all-new 2015 Murano will bring additional excitement to Nissan’s crossover lineup that already includes the red-hot Rogue.
Toyota sales were up 7 percent, Honda sales were up 6 percent, also pushed on by crossovers. The new 2015 CR-V is giving renewed momentum to what has already been an incredible year for Honda. The success of the new Fit is an important step in re-establishing small cars as a pillar in the Honda lineup.
The shift from cars to pickups and car-based crossover SUV’s was evident in most sales reports. The Honda CRV outsold the Honda Accord, which shows this emergence in these mid-size and smaller crossover segments are really becoming important segments in the U.S.
To learn more about automotive data, automobile mailing list data and understanding your automotive marketing audience, contact a member of the BB Direct data team at (866) 501-6273.