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2018 Ford media releases for 2018

Old 06-10-2018, 10:42 AM
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Ford Australia Sales Stats September (09) 2018

Introduction
Mustang sold 422 in September and this is down
37.3% on the year to date numbers for last year and with stocks of the new model starting to appear we will see what happens over the next few months.

The Commodore looks to be have reached the end of run out and sales of the ‘new’ model don’t seem to be holding up too well with only 672 units (1,875 less than in 2017) while the Aurion sold 1 as it also fades away. For the year to date the total passenger market is now down by
1.28% or 10,766 units.


The top sellers for this month show some significant changes. The Toyota Corolla (2,917) retained the overall lead ahead of the Hyundai i30 (2,508) up two places in 2<sup>nd</sup> with the Mitsubishi ASX (2,138) up nine places in 3<sup>rd</sup> and the Nissan XTrail (1,908) up three places to 4<sup>th</sup>. The Mazda 3 (1,842) dropped three places to 5<sup>th</sup>; the Toyota RAV 4 (1,611) gained three places to 6<sup>th</sup>; Kia Cerato (1,574) gained six places to 7<sup>th</sup>; the Toyota Prado (1,518) dropped three places to 8<sup>th</sup>; Hyundai Kona (1,513) gained eleven places to 9<sup>th</sup> and the Mazda CX-5 (1,706) dropped seven places to round out the Top Ten. Hyundai Tucson, Mitsubishi Outlander and Toyota Camry all dropped out of the Top Ten.

If we were to include the 4x4 Utes in the listing, then the Toyota Hilux is in 1<sup>st</sup> place, Ford Ranger comes in at 2<sup>nd</sup> overall; the Mitsubishi Triton is 8<sup>th</sup> and the Nissan Navara takes 19<sup>th</sup> place.
No Ford models made it inside the Top 25 and sixteen of the Top 25 come from the one of the SUV categories.

The Large segment gained a fractional amount of share to just 0.98% of the market in September and it has shed 53.47% (11,074 units) in volume compared to 2017.



The top selling passenger vehicle sales are shown below:



.. and the same chart with the 4x4 Utes included.:



The chart below looks at the large segment slide in comparison to the Light (Fiesta), Small (Focus) and Medium (Mondeo) segments during the last ten years – from a dominant position to almost at the bottom.


Ute 4x2
The Falcon Ute is gone now and won’t be included in future charts except where historically appropriate. Ranger sales were steady with 358 sold during the month, 191 less than the same time last year.

The Ford Ranger (down 12.4%) remained in 3<sup>rd</sup> place this month behind the Toyota Hilux (1,000) and Isuzu Ute D-Max (391 and +1) but in front of the Nissan Navara (339 and +1) and Mazda BT-50 (278 and -1).

For 2018 YTD the segment is now down 8.88% (2,819 units) and it held a smaller 3.14% share of the market.



4x4 Utes

The 4x4 Utes held an improved 15.88% of the total market during the month and their segment sales are now only up 6.01% (7,329) for the year. Most of the major contenders have made gains compared to the same period last year – Triton (+11.9%), Hilux (+9.4%) and D-Max (+5.1%) with only the Holden Colorado (-7.5%), Nissan Navara (-1.4%) and Ford Ranger (-0.9%) taking a hit.

The Toyota Hilux (3,338) retained the segment lead from the Ford Ranger (2,870) while the Mitsubishi Triton (1,674) remained in 3<sup>rd</sup>, the Nissan Navara (1,374) gained two places to 4<sup>th</sup> and the Holden Colorado (1,120) dropped a spot in 5<sup>th</sup>.



Given the movement in the 4x4 and 4x2 Ute segments, we are going to include the previous quarterly analysis of how they are performing year against year in this report and report on it monthly instead. The only entrants included are those with both a 4x2 and 4x4 entrant so that does leave some out but nothing with any significant volume.



and a closer look at the 4x4 Utes only…



The final chart depicts the combined Holden and Ford sales for 4x2 Utes as a percentage share. This looks at the period from January 2012 when they both had two entries in the market place and as the Ranger continues, this chart will remain.



Prestige Segment

The Caprice, also in stock run-out mode managed 2 sales and the luxury segment is down 16.89% overall. Chrysler’s 300/C managed 36 sold in September to be down only 1.9% on this time last year. With no For
d entrant in the category we no longer graph this category.


Fiesta / Light Segment

The Hyundai Accent (1,288) retained the segment lead with the Toyota Yaris (832) in 2<sup>nd</sup> and the Suzuki Swift (794) up three places in 3<sup>rd</sup>.

The rest of the top group consists of:
Mazda 2 (671) down two places in 4<sup>th</sup>;
Honda Jazz (623) up two places in 5<sup>th</sup>; <sup>
</sup>VW Polo (601) down two places in 6<sup>th</sup>;
Kia Rio (430) down two places in 7<sup>th</sup>; and the
Ford Fiesta (8) still in 15<sup>th</sup> and last.


This segment held a larger 7.32% of the total market in September and is down compared to 2017 by 8.32% (5,345 units). Not surprisingly, it’s downward results for about half the contenders in the segment with the Toyota Yaris down 15.4%, Mazda 2 down 12.7%, Fiesta down 58.1% and VW Polo down 25.5%. Holden Barina +8.4% and Suzuki Swift +38.6% are the biggest winners.


Please note we have shortened the time scale on some of the segment graphs as they were getting too difficult to read over the longer term.





Focus / Small Segment

The month saw Focus down two places to 12<sup>th</sup> place with 121 sold. The segment lead was retained by the Toyota Corolla (2,917) with the Hyundai i30 (2,508) up a place in 2<sup>nd</sup> and the Mazda 3 (1,842) down a place in 3<sup>rd</sup>. The remainder of the Top ten are:

Kia Cerato (1,574) up a place to 4<sup>th</sup>;
VW Golf (1,406) down a place in 5<sup>th</sup>;
Honda Civic (1,101) steady in 6<sup>th</sup>;<sup>
</sup>Holden Astra (1,049) up a place in 7<sup>th</sup>;
Subaru Impreza (721) down a place in 8<sup>th</sup>; and
Mitsubishi Lancer (416) steady in 9<sup>th</sup>.

For the year to date, Corolla is down 3.4%, the Mazda 3 is down 4.4%, the Focus down by 20.1% andthe Subaru Impreza down 18.2%. On the winning side, Honda Civic is up 3.3%; VW Golf up 14.8% and Hyundai i30 up 4.2%.

The segment held a lower market share of 17.56% in September and it is down overall by 5.23% (8,569 units) compared to 2017.





Mondeo / Medium Segment

In July, 168 Ford Mondeos were sold and it gained two places to be in 4<sup>th</sup> place. The segment lead was retained by the Toyota Camry which sold 1,145 with the Mazda 6 (213) still in 2<sup>nd</sup> and the Volkswagen Passat (174) steady in 3<sup>rd </sup>with the Mondeo 4<sup>th</sup> and the Skoda Ocatvia (152) down a place to 5<sup>th</sup> and the Subaru Liberty (136) steady in 6<sup>th</sup>. If they were counted on size and not price the Mercedes C Class (356), CLA-Class (363) and BMW 3-Series (296) would have been in the top five.

Percentage wise, the Skoda Octavia (+13.9%) is the only winner compared to 2017 with the Subaru Liberty (-21.0%), Mondeo (-35.7%) and Honda Accord (-52.2%) the biggest losers and even the perennial Camry has dropped 37.3%.


The segment held a much smaller 2.48% of the market in September and has lost volume by 30.19% compared with 2017 – a drop of 9,623 sales and it really is rapidly becoming as irrelevant a segment to contend in as the large segment has been for some years.





Ecosport / Light SUV Segment

During September, the Ford Ecosport sold 115 units and it gained a places to be in 13<sup>th</sup> place with the rest of the order being:

Mitsubishi ASX (2,138) retained the segment lead;
Hyundai Kona (1,513) up three places to 2<sup>nd</sup>;
Honda HR-V (1,247) up three place to 3<sup>rd</sup>;
Subaru XV (1,224) down one place in 4<sup>th</sup>; Nissan Qashqai (1,003)
Mazda CX-3 (1,214) down three places to 5<sup>th</sup>;
Toyota CH-R (855) up one place to 6<sup>th</sup>;
Mitsubishi Eclipse Cross up one place in 7<sup>th</sup>.


Please note that we have realigned our stats with the VFACTs categories now that there is a Ford entrant in this segment.


Mostly losers in this segment, the Nissan Juke is down 49.1%, Holden Trax down 21.0% and the Ecosport down by 16.0%. On the other side, Subaru XV is up 55.1% and the Mitsubishi ASX up 6.9%.


The segment held a much larger 13.07% of the market in September and it is up 24.95% (18,856) compared to 2017.





Escape / Compact SUV Segment
During September, the Escape sold 352 units and remained in 10<sup>th</sup> place with the top positions held by:

Nissan X-Trail (1,908) up two places to take the segment lead;
Toyota RAV-4 (1,611) up two places to 2<sup>nd</sup>;
Mazda CX-5 (1,506) down two places in 3<sup>rd</sup>;
Mitsubishi Outlander (1,719) up two places in 4<sup>th</sup>;
Subaru Forester (1,470) up three places in 5<sup>th</sup>;
Hyundai Tucson (1,415) down four places in 6<sup>th</sup>; and
Mitsubishi Outlander (1,404) up a place in 7<sup>th</sup>.


Most contenders are now up in volume for the YTD with only the Ford Escape down 8.6%, Hyundai Tuscon down 20.0% and Subaru Forester down 21.9%. Honda CR-V is up 104.1%, Toyota RAV4 up 8.4% and Nissan X-Trail up 16.5%.


The segment held a markedly smaller 15.4% of the market in September and it is up 7.06% (8,720 units) compared to 2017.





Territory / Medium SUV Segment

The segment lead was retained by the Toyota Prado (1,518) ahead of the Toyotas Kluger (1,042) in 2<sup>nd</sup> with the Subaru Outback (936) steady in 3<sup>rd</sup>. The rest of the Top 10:

Mitsubishi Pajero + Sport (777) steady in 4<sup>th</sup>;
Isuzu Ute MU-X (743) steady in 5<sup>th</sup>;
Hyundai Santa Fe (593) up a place to 6<sup>th</sup>;
Mazda CX-9 (506) down a place to =7<sup>th</sup>;
VW Tiguan All Space up four places to =7<sup>th</sup>;
Ford Everest (477) down two places in 9<sup>th</sup>; and
Toyota Fortuner (336) up two places in 10<sup>th</sup>.


Prado (+18.0%), Kluger (+21.6%) and Everest (+22.1%) are all better than last year with only the Captiva (-46.1%), Hyundai Santa Fe (-15.0%) and Pajero + Sport (-14.3%) showing any substantial drop.

The segment held a smaller 10.38% of the market in September and has dropped volume by 1.15% for the year to date – a decrease of 1,011 sales.


The second chart depicts sales for the Territory and Everest over the entire production life.





Market Share Analysis

For an easy look at the share held by each market segment, we have included a set of graphs that display this for quick reference – the first looks at the percentage market share for the current month while the second compares the percentage numbers for the current month for the last three years where is easy to see quickly which segments have gained and which have lost. We have also added a look at the segment movements in raw numbers terms for the month YTD. This shows the actual unit numbers that have been gained or lost within each segment for the year to date.







Total Market

Toyota retained the passenger market leadership in September with 17,150 passenger segment sales giving them a comfortable lead over Hyundai (8,110 and up a place); Mitsubishi (7,622) up a place in 3<sup>rd</sup>; Mazda (7,070) down two places in 4<sup>th</sup>; Nissan (5,167) up three places in 5<sup>th</sup>; Ford (5,053) down a place in 6<sup>th</sup>; Kia (5,003) down a place in 7<sup>th</sup>; VW (4,694) down a place in 8<sup>th</sup> and Holden (4,651) steady in 9<sup>th</sup>.

In percentage terms Ford is down 12.5% on 2017, Mazda down 4.2% and Holden are down 27.1%. On the positive side, Mitsubishi is up 8.5%, Kia is up 7.6% and Toyota is up 1.2%.



The chart below looks at the same data but over a shorter time frame so that movements are a little easier to detect.



We have been taking a look at the 15+-year history of the four manufacturers (Ford, Holden, Mazda and Toyota) from 2000 to the current time. These figures are based on year to date sales and as well as making the recent gain in the overall market apparent they also clearly depict how Toyota has pulled away from everyone since 2003; Mazda’s gain (and overtaking) of Ford in the 3<sup>rd</sup> to 5<sup>th</sup> place battle and the increasing penetration of both Nissan and Hyundai.



The next set of charts look at the trends within each segment and draws some comparisons between various battles within them. Please note that these graphs are based on the percentage share of the total market and as the market has been growing each year for the last decade or so (with the exception of 2009) the actual gains or losses are significantly greater than the gradual changes shown in the graph.


First up is a look at the four passenger segments where we can clearly see the continued slide in the large car segment, the strength of the dominant small segment and the rise in the light segment.


.. and a more targeted look at three critical segments over a shorter time frame:



Second is the percentage share held by each segment during the last five years – worth noting is the impact of the SUV realignment and the continued, if somewhat inconsistent, strength of the small segment.



Third is a closer look at the sport, prestige and luxury segments over the same time frame. While some of the vehicles that get placed in these categories defy logic they are the segments that are a good indicator of the general economic performance in Australia and they had all trended slightly downward but appear to have rallied so far this year.



Fourth is a look at the SUV segments. These segments had been growing quite rapidly and most of that growth had been in the compact and medium sized vehicles but after the realignment this year the medium segment now has the upper hand over the compact segment most of the time although it is inconsistent. We have included the new segment for completeness.



To see who the winners and the losers are so far this year here is a comparison of the various manufacturers on a YTD basis when compared to last year. For the purpose of the exercise we have obviously picked the (modern) big four; Toyota, Holden, Mazda and Ford but also added a couple of others that have been big movers in recent times by way of comparison. The first chart looks at the raw numbers while the second looks at the percentage variation.



Drilling down on the winners and losers a bit more shows some interesting changes amongst both manufacturers and individual models.

The biggest overall improver is Honda, gaining 7,096 sales which represent a 21.2% improvement on 2017. Very few others actually have gained share, with a better than 10% improvement only including MG (326%), LDV (+159%) and Great Wall (+61.4%), Ferrari (+26.1%) and Alfa Romeo (+26.8%) mostly based on very low volumes. Skoda (+14.4%) made good gains based on decent volume.

The biggest overall loser is Holden, down 27.1% and 16,898 sales, mostly Commodore. Other losers to shed more than 10% include Fiat (-41.1%), Land Rover (-15.4%) and Ford lost 12.4%.


In terms of individual models, the Honda CR-V (6,429) has gained the most sales ahead of the Subaru XV (3,731), Toyota CH-R (2,950) and Toyota Hilux 4x4 (2,403).


The biggest losing models (for those still in production) include Subaru Forester (-2,132), Mercedes C-Class (-2,474), Ford Mustang (-2,750), Holden Captiva (-3,398), Hyundai Tucson (-3,798) and Toyota Camry (-6,879).


Next up is a look at some individual models – naturally all of the current Ford range with any real volume has been included but also the segment leaders and the red corner competition along with anything else that seemed of interest.



.. and a (newer) comparison of all the non-Falcon based Ford models. Please note that the Mustang is now included.



State of Origin

We also take a quick look at the sales by State. The data is for the year to date and looks at the years from 2007 to 2018. All of the States gained volume for the year to date except NSW which is down 4.5%, SA -1.6%, ACT -0.63 and the NT down 4.1%. West Australia and Tasmania the biggest winners with 1.3% and 7.1% growth, respectively. All except WA (-22.4%) and Northern Territory (-3.0%) have improved compared to ten years ago with Victoria (+18.8%) the biggest improver over that period.

The first chart looks at the raw sales numbers over the period while the second compares the percentage change between 2017 and 2018.





Country of Origin

Finally, a little look at the origin of our vehicles - not really a concern now that we know the future of our automotive industry but it does at least show where some of the production off shore originates.

The pie chart shows the major origins for vehicles sold in the Australian market on a YTD basis (along with a comparison from 2012) while the second chart compares those figures to the previous years and the final chart shows a YTD total (by year) for all imports compared to locally produced.








© 2018 Australian Fordforums

 

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