Charting U.S. Sales Declines For Toyota and Honda In 2011

Honda and Toyota sales fell 28.5% and 22.8%, respectively, in July 2011. It's not as though the U.S. auto market is in prime operating condition, but America's two favourite Japanese automakers aren't struggling to sell vehicles because of economic concerns in the United States.

Ever since Japan's March 11 Tōhoku earthquake, corporations of all kinds have faced the same kind of problems ordinary Japanese citizens have encountered. Getting life, or production, back to normal in the wake of the post-quake tsunami and evacuations which can be traced back to a nuclear disaster isn't a task for the fainthearted.

Year-to-date, through seven months of 2011, Toyota is down 6.2% and Honda is down 2.4%. (Toyota's premium Lexus brand is off 18.6%. Toyota's youth-oriented Scion brand is up 17.4%. Honda's premium division, Acura, is down 5.5%.) The first quarter wasn't the problem. It was the second quarter and the beginning of the third quarter, a period in which supply at Toyota and Honda dealerships was scarce, which really harmed their ability to report normal sales levels. How can a company report level or increasing sales when they don't have cars to sell?

It's not as though Toyota and Honda are the only ones struggling to succeed during the last few months. Japan's prime minister just resigned, for example. Nevertheless, it's fair to say that the troubles faced by Toyota and Honda over the last three months have provided an opportunity for other automakers to grab market share, just as Prime Minister Kan's resignation opens the door for Yoshihiko Noda. Evidence of that fact is obvious. Rather than their standing amongst global rivals, what Toyota and Honda really want to see recover are the sales volumes of years past. 

The charts below imagine falling sales as if falling sales are coloured columns which rise and... er, fall. You'll see five different Toyotas, four different Hondas, and the Acura division as a whole. May 2009, May 2010, and May 2011 can be seen in blue, chronologically; moving from the left to right. June is red. July is green.

The declines are obvious. If the numbers from Best Seller lists and U.S. Auto Sales By Brand posts weren't grabbing you, these charts will go a long way to convincing you that supply issues at Toyota and Honda dealerships over the last three months or so have utterly crushed the autumn vacation dreams of many salesmen. That news shouldn't be taken lightly. Automotive News says August won't be much better.

CLICK EITHER GRAPH FOR A LARGER VIEW

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Ford Motor Company Sales In America - May 2011

Sales of Ford Motor Company vehicles totalled more than those of any other automobile manufacturer in May 2011... except for General Motors. GM's May sales have already been completely covered in four separate charts. Now FMC's sales figures - and Ford's in particular, America's most popular individual brand - are shown with their respective share of the brand's volume in the charts below.

Lincoln's pitiful performance in May is more clearly understood once you realize only 3.9% of all Ford Motor Company sales occurred in the luxury brand's showrooms. The MKS, MKT, and Navigator posted year-over-year declines. Lincoln was America's seventh-most-popular premium automotive brand in May as sales fell 4.6% to 7399.

FMC's own Blue Oval brand had seven models which out-sold the whole Lincoln brand last month. Ford's car division found its biggest percentage boost in the Focus as the 2012 model helped deliver a 31.7% increase. The Ford Explorer was up 135%. Ford Mustang sales plunged 35.4%; Ford Edge sales dropped 30.6%.

The Ford brand sold 184,130 vehicles, up 5.1%. Ford Motor Company as a whole was down 0.25%. Take Mercury's 9128 May 2010 sales out of the equation and Ford/Lincoln - FMC's two current brands - were up a combined 4.7%. To keep Lincoln from becoming the next Mercury, an extinguished brand, Ford is going to spend $1,000,000,000 to reinvigorate their luxury division.

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General Motors Sales In America - May 2011

No automobile manufacturing conglomeration sold more new vehicles in the United States in May 2011 than General Motors. In the first five months of 2011 General Motors sold 1,046,275 automobiles in the United States. That's up 18.5% from the same period in 2010.

May sales, however, were down, at least at Cadillac and Chevrolet. That's not to say there wasn't reason to celebrate at the Bow Tie division. The Chevrolet Malibu was the best-selling car in America last month. But sales of the dying DTS are tailing off; Escalade sales were down; and the SRX fell slightly, hindering chances for growth at Cadillac where the CTS was up 22.9%. And back at Chevrolet, Silverado sales fell by 5281 units. Sales of other big Chevys - the Avalanche, Tahoe, Traverse, Suburban, and Express - were all in decline, as well. If Chevrolet was simply a car division, we would be saying sales rose 5.8%.

For a change, GoodCarBadCar.net is publishing the full model-by-model breakdown of every GM vehicle on sale today. Each pie chart you see below can be clicked upon for a larger review.

Remember, wrapped up in GM's 1% year-over-year drop were the May 2010 sales of 1517 Hummers, Pontiacs, and Saturns. Discount those brands and GM's core four - Buick, Cadillac, Chevrolet, GMC - were down to 221,192 from 221,893, a neglible 0.3% decline in a market which dropped 3.7% from May 2010.

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Auto Sales By Segment In The USA And Canada - May 2011

The pickup truck segment made up a smaller portion of the overall U.S. new vehicle market in May 2011 as minivans remained equal and cars also were responsible for a smaller slice of the pie. Indeed, SUV/CUV/Crossovers held 29.1% of the overall U.S. automobile market, up from 28.4% in April.

America's best-selling utility vehicle was the Ford Escape, sales of which were up 8.9%. Of course, the majority of new vehicle buyers opted for traditional passenger cars, the most popular of which were midsizers from Chevrolet, Nissan, Ford, and Hyundai. And though truck sales shrunk in terms of their effect on the whole market, America's best-selling vehicle line was still the Ford F-Series, despite a 15%  sales tumble.

Cars are more popular than trucks or SUVs in Canada, too, but the margin is much narrower. In fact, that margin was narrower in May than it was in April when cars held 48.2% of the overall Canadian new vehicle market.

SUV/CUV/Crossover sales grabbed 28.7% of all Canadian auto sales; that's up from 28.2% in the previous month. Minivans grew their portion; truck sales shrunk slightly as a percentage of all new vehicle sales. Canada's best-selling car in May was the Hyundai Elantra. The best-selling SUV was the same as America's: the Ford Escape. Ford's F-Series was Canada's best-selling truck. The market share of the country's 20 best-selling vehicles is explored in this chart. 

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Mini USA Sales In May 2011 - The Countryman Is Necessary

BMW, America's most popular luxury auto brand in May, has been selling Mini brand cars in the United States since the 2002 model year. Initially, Mini sales were much higher than BMW forecast; the German executives hadn't realized just how easily a retro British hatchback could capture attention in the U.S.A. Mini sales were then boosted by the introduction of the less practical Convertible and more practical Clubman in later years. 

Then, just a few months ago, Mini began offering the Countryman for sale, a few days before The Good Car Guy drove it. It's hard to call the Countryman an SUV, not just because that term has increasingly been replaced by relatively meaningless crossover designation, or simply CUV. Calling the Countryman a crossover or CUV is a stretch, too. But it is a 4-door Mini with overtly rugged styling and a bigger cabin. Whatever you call it, it's now hugely important to BMW's Mini brand.

That fact becomes more obvious when studying the first chart below. In May, the Countryman accounted for about three out of every ten Mini sales. That's more than the Mini Convertible and Mini Clubman combined. The second chart tells the story of the first five months of 2011 wherein Countryman sales started with a gradual ascent as supply came on stream. By May 31st, 27.3% of all new Minis in the USA were Countrymen/Countrymans.

Don't go confusing the Countryman with the Honda CR-V or even the Volkswagen Tiguan. VW, for instance, sold nearly twice as many Tiguans as Mini sold Countrymen/Countrymans in May. And for every Mini Countryman sold, Honda sold 9.5 CR-Vs last month, and it was a bad month for the CR-V.

But that's beside the point. Mini doesn't introduce models intending to take over mass market segments. Anyhow, we're studying the Countryman's impact on the Mini fleet. This leads us to discover that, without the Countryman in May, Mini would've been down 3.4%. So far this year, the Countryman has helped Mini post an 18.7% improvement. But without the Countryman, Mini's year-over-year jump is just 6.3%, not nearly as healthy as the overall new vehicle market's 14% improvement. 

Perhaps more stressful to BMW's Mini executives is the declining interest in the Convertible and Clubman. In 2011, sales of the Mini droptop are down 26.2% (May was even worse at -40.5%) and the stretched Mini is off 19.4% (again, May was worse at 27.5%). Fortunately, the Countryman is here and sales of the regular Cooper and Cooper S Hardtop hatch are up 25.6% through five months. Also, the 2012 Mini Coupe isn't far off. That'll further assist Mini in its quest for niche market domination over Scion and Fiat.

Mini is now a vital part of the BMW family. In terms of overall volume, the Mini brand did more for BMW USA in May than any other product line save for the 3-Series. More than two in every ten BMW USA sales in 2011 have been Minis of one variety or another, as you'll see in the chart below. BMW sold 5604 SAVs in May, admittedly more expensive vehicles than what you see on the Mini side of the showroom. But the Mini family topped the BMW SAV family, not an easy task, regardless of their respective price points.

The BMW Group's May 2011 market share in the United States was 2.5%. By itself, Mini's market share last month was 0.55%, some way better than the 0.37% Mini owned in Canada in May. However, it's worth mentioning that the Mini Countryman has an in-showroom rival in Canada that's not present in neighbouring America: the X1. Mini found 178 Canadian Countryman buyers last month; BMW sold 298 X1s. Also, sales of the rest of Mini's fleet were down 25.3% in Canada, but the brand was up 10.2% because of the Countryman's introduction.

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Large Luxury Car And Large Luxury SUV Sales In Canada - May 2011

Amidst the normal conversation The Good Car Guy begins relating to the popularity of large luxury SUVs in contrast to large luxury cars, some facts are set aside for the sake of brevity. So hear this instead.

Canadian sales of BMW's 7-Series dropped 37.5% in May 2011. That drop only equals 24 units, true, but it takes the 7-Series down to a level only slightly better than half Mercedes-Benz's S-Class/CL-Class total of 72. Sales of the biggest Benzes were down 7.7% last month.

The reinvigorated Audi A8 is way up on last year's figures: 250% in May and 592% year-to-date. But the A8 reached just 14 sales last month. That's fewer than any of its competitors, even the beleaguered Lexus LS, sales of which improved in May but remain down on the year. Sales of another reinvigorated luxury limo, the Jaguar XJ, were up 767% in May 2011, and nearly doubled up on the A8.

On the large SUV front, the most popular luxury competitor fared better this year than last. Mercedes-Benz GL-Class/G-Wagen sales rose 11%. Cadillac Escalade sales nearly remained level, falling to 92 from 87, the figure achieved during the same period last year. 11 of those 87 Escalades were EXTs, which can be seen separately in the truck sales chart here. Sales of the regular-wheelbase Escalade sport-ute were up to 58 from 54. 

Toyota Canada didn't sell any Land Cruisers in May 2010; this year there were 15 of these un-marketed vehicles sold. Range Rover sales were static. Infiniti QX56 sales rose from 13 to 18, a 38.5% jump. The Lincoln Navigator was up 18.8%. Sales of the Land Cruiser-related Lexus LX were down 31.3%, however.

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Small Luxury SUV Sales And Midsize Luxury SUV Sales In Canada - May 2011

BMW's Canadian dealers are having no problems getting people into the brand new X1. Slightly smaller than the recently redone X3 and only slightly less expensive, the X1 improved its sales total from 105 in April to 298 in May 2011. Year-over-year, X3 sales jumped 19.5%. The more popular Mercedes-Benz GLK was up 17.3%. The next-best-selling vehicle in the small luxury SUV segment was the Audi Q5. It posted 29% gains. 

Not yet available in the United States, and perhaps not about to be, the BMW X1 starts at $38,500 in Canada. It's fitted with a 241-hp 2.0L turbo. The X3 (with similar power generated by a different engine) costs $3400 more, or $8400 more if you want the 300-hp powerplant. Though the X1 isn't as awkward in person as it is in pictures, it's still hard to imagine anyone buying it because it's pretty. And strangely enough, there are plenty of good looks to go around in this segment, from the handsome GLK to the curvier Q5 to the edgy Land Rover Range Rover Evoque, soon to be introduced.

For a better-looking BMW SAV, check out the X5, 300 of which were sold in Canada in May. That's down 21.1% from May 2010 levels. The dreadful BMW X6 found 93 buyers; down 6 units from May 2010.

Audi Q7 sales, meanwhile, were up 44.7%, and Mercedes-Benz M-Class sales fell 6.2%. But those aren't the only German players. Sales of the $48,440-$63,135 2011 Volkswagen Touareg jumped 195% and sales of its corporate sibling, the Porsche Cayenne, a Good 12 winner, rose at a 303% clip.

Despite production and supply struggles, the generally more popular Japanese competition for these German vehicles remained more popular in May. Lexus RX sales plummeted 27.8% and Acura MDX sales plunged 23.6%, but nothing in the chart below topped them. By the way, 64 of those Lexus RX sales were of the RX450h variety. Sales of the hybrid luxury crossover were down 26.4% in May.

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Small SUV Sales, Midsize SUV Sales, Large SUV Sales In Canada - May 2011

The revamped 2011 Compass is making up for the losses Jeep is suffering as Patriot sales continue to fall. In Canada, the Patriot was down by 397 units in May 2011; Compass sales rose by 231. Year-to-date, Patriot sales are down 15.2%, or 600 units. During the same period, Compass sales have risen 32.1%, or 639 units. Jeep Wrangler sales also improved in May, up 22.5%, and are up 24.9% this year. In all, Jeep sold 4708 utility vehicles last month, up 16%, as the SUV-only brand made up 19.3% of all Chrysler Group sales and 3.2% of the overall new vehicle market. 

Of course, there were small utility vehicles with greater volume than Jeep could muster in May. Compared to the 3515 Jeep sales you'll see in the first chart below, Ford sold 4468 Escapes. Hyundai/Kia sold 6316 smallerish utility vehicles, a figure which includes the slightly larger but very competitively priced Hyundai Santa Fe and Kia Sorento.

Hyundai and Kia SUV sales drop off once you reach higher price points and longer wheelbases. Hyundai Veracruz sales were actually up 42.7% in May but still only totalled 157. Ford sold eight Edges per Veracruz. And Veracruz sales are down year-to-date from 548 in 2010 to 468 this year. 

That's not to say the Hyundai Veracruz was at the bottom of the heap in May, not quite. Mazda CX-9 sales fell to 92 from 100. Though Nissan Pathfinder sales were up 37.4%, the Veracruz had it and the Nissan Xterra beat, too. Dodge's Nitro is certainly no direct Veracruz rival, but while discussing poor sellers, it's worth mentioning that Nitro sales fell by a single unit in May and are down 62.3% in 2011.

As for the Kia Borrego, well, it's a rare Hyundai/Kia vehicle that can't find buyers in any great quantity. Canada's large SUV segment is dying a gradual death, and the Borrego is the undesirable option in the field. Down 52.2% in May and 58.2% in the first five months of the year, the Borrego trailed the Nissan Armada, the segment's next slowest seller, by 28 units in May, and was behind the best-selling Chevrolet Suburban by a far greater margin. Though presumably a fleet favourite, Suburban sales (down 56% in May) occurred more than eight times for every Borrego sale.

In May 2010, there were 1109 of these sport-utility vehicles sold in Canada. This year, despite improved figures reported for the Nissan Armada (up 100%), Ford Expedition (up 20.1%) and GMC Yukon XL (up 44.3%), these eight vehicles found only 747 buyers.

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Sporty Car Sales And Premium Sporty Car Sales In Canada - May 2011

The Ford Mustang was way out in front of other sporty cars in Canadian sales volume in May 2011, but sales of the 'Stang were down 16.6% year-over-year. Mustang sales in Canada are down 9.5% this year. The Chevrolet Camaro, Dodge Challenger, and Chevrolet Corvette have also suffered sales declines through the first five months of 2011.

Out-and-out sports cars like Mazda's roadster aren't handling 2011 much better. MX-5 Miata sales were down 20 units to 51 in May and are off 44.8% in 2011. It's not just a mainstream brand issue, either. Porsche Boxster sales were up to 29 from 24 in May but are down 18.1% so far this year. Porsche Cayman sales were up two units to 21 in May but are down three units to 51 through five months. Up in May, the BMW Z4 remains down so far this year. Benz SLK sales, with a new model on its way, were down 41% in May and 58% in 2011. The Audi TT is a bright spot in the German sports car field. Sales were up to 55 from 41 in May and are up 15.1% year-to-date. 

The A5 played well for Audi in May, as well. A5 sales were up 13.3% last month. However, A5 sales are down 18.1% in 2011.

The R8 is undoubtedly a source of profit for Audi, not just in terms of R8 sales but the effect the Lamborghini-related car has on the brand's image. R8 sales were up to 18 from 12 in May and have risen to 64 in the first five months of 2011. Audi sold 51 R8s in the first five months of 2010.

BMW 6-Series sales were weak last year, so it's not surprising to see a huge percentage gain of 211% in May's data. But 28 sales is still a good result for the 6-Series in the small Canadian market, tying the Mercedes-Benz SL-Class and beating the R8, Jaguar XK, and Nissan GT-R. The always-dominant Porsche 911 was up by one unit to 77 sales. 911 sales are down 16.5% in 2011. The oldest Porsche model continues to be more popular than the Panamera but isn't as popular as the Cayenne, sales of which reached 33 and 149, respectively, in May.

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Small/Entry Luxury Car Sales And Midsize Luxury Car Sales In Canada - May 2011

You can't just enter any ol' Hyundai dealership and buy an Equus. Its low volume is thus partially explained by its lack of availability. More likely, not all clients who want a car the size of a Mercedes-Benz S550 for the price of a Mercedes-Benz E350 want a Hyundai. That's no criticism of the Equus, just an honest impression. Nevertheless, the Hyundai Equus out-sold the Acura RL, Lexus GS, and Saab 9-5 in May 2011. May was also the best month yet for the big Equus.

Far away at the top of the segment, above vehicles as unique as the Hyundai Genesis and Jaguar XF and Lincoln MKS, are the BMW 5-Series (up 93%) and Mercedes-Benz E-Class/CLS-Class (up 7%).

Nearly every look at every automotive segment over the last few weeks has made mention of the effect Japan's March 11th disasters have had on Japanese automotive brands competing in the United States and Canada. More apparent than anything except the joint 3-Series/C-Class domination in the chart below are the struggles faced by Acura, Infiniti, and Lexus. It's apparent enough that we'll set all that aside this time it and say, "Better luck in June."

News has surfaced regarding MY2012 of the Volvo S40 and V50. There won't be 2012 models of these small Volvos. Sales of the handsome C30, a hatchback which shares architecture with the S40 sedan and V50 wagon, were down 7.1% in May, but C30 sales are up 4.6% so far this year. S40 sales are off 36.4% year-to-date; V50 sales have plunged 48.3% through five months.

You could say sales of another small Swede are skyrocketing, up significantly from zero in May 2010 to 13 last month. 13 is an important number, important for the status it brings to the Saab 9-3, the status of cellar dweller. Every possible 9-3 competitor sold in greater volume last month. Sales of its next-closest, fairly indirect competitor, the hugely undesirable Lexus HS250h, were more than double what Saab's Canadian dealers achieved with the 9-3.

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Small Car Sales, Midsize Car Sales, Large Car Sales In Canada - May 2011

Why are there more people entering Buick dealerships looking for a Lucerne than there are LaCrosse-seeking customers? Perhaps finding a Cadillac DTS is increasingly difficult - now that it's defunct - leading car buyers who want a big GM vehicle to Buick. The Lucerne is the last car to receive a modern Buick makeover, the sort of change that has made the Regal, LaCrosse, and Enclave hugely attractive.

This is all somewhat beside the point. The two Buicks were far from being the most popular big cars in Canada in May 2011. Give that honour to the less expensive Chevrolet Impala. Together, Chrysler and Dodge sold 889 300s and Chargers. That's down 14% from their total LX platform sales during the same period of last year.

In Toyota showrooms the Avalon is barely visible to most new car buyers. The Camry and Venza are, however, carrying on a little battle in the price range above the Corolla and Matrix. In May, Camry sales fell 36%; Venza sales were off 16%, enough to drop below the Camry's total of 879 sales. Year-to-date, the Venza leads the Camry 5163-3757.

Combined, the Venza tall wagon and Camry sedan are remain a force. But it's the Hyundai Sonata and its 27.2% May sales increase which smoked the competition last month. The Sonata out-sold its closest rival, the Ford Fusion, by 444 cars. The Honda Accord was in tenth spot after sales plunged 46%.

On the subject of the Corolla, Matrix, and Toyota's other small car, the Yaris, there's plenty of bad news to go around. Both the Yaris and Matrix were on Canada's list of 10 Worst-Selling Cars in May. Corolla sales, meanwhile, were down 27%.

There are reasons for this, reasons which also explain why a brand new Civic isn't selling quite as well as the old Civic was at this time last year. Toyota will report its first operating loss in 70 years. Profits will be down 63% at Honda, the company estimates. Deep down in the compassionate souls of Chevrolet, Hyundai, and Ford you would hope you wouldn't find celebratory spirits post-earthquake, but the Cruze, Elantra, and Focus are reaping benefits from Japan's problems. The Cruze is up 27% from what the Cobalt managed in May 2010. Hyundai's Elantra was Canada's best-selling car in May. May sales of the $15,999-$25,099 2012 Ford Focus were up 13%. 

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Truck Sales And Minivan Sales In Canada - May 2011

9296 minivans were sold in Canada in May 2011. Not shown in the pie chart below are seven Hyundai Entourages, surely wildly discounted vans as the Entourage was cancelled before the 2010 model year. Through the first five months of 2011 Hyundai has sold 30 minivans. Last year at this time Hyundai had sold 56 Entourages. Hyundai Canada's best year with the Entourage was 2007 when 2383 were sold in the calendar year.

The Entourage, not permitted to even form a hint of a slice in GoodCarBadCar.net's chart, is far from the Dodge Grand Caravan, the minivan which held 60% of the Canadian minivan market in May. 

There are a bunch of other vans which sell fairly well. Mercedes-Benz Canada sold 234 Sprinters in May. Add to that 1148 E-Series Fords, 361 Ford Transit Connects, 37 Nissan NVs, 730 GMC Savanas, and 543 copies of the Chevrolet Express and the commercial van story is told.

The Dodge Grand Caravan seems popular, and it is, but as a segment, minivans are nothing in comparison to pickup trucks, more than 24,000 of which were sold in Canada last month. Another Dodge was rather successful here. That'd be the Ram, not the Dakota. GM's truck twins, the Sierra and Silverado, out-sold the Ram, but Sierra and Silverado sales were down 13% and 21% respectively. Dodge Ram sales, on the other hand, jumped 25% and are up 16% year-to-date. 

If - and it's a gigantic if - Ram sales jumped 25% in May 2012 and Ford F-Series sales repeated the 10% drop from May 2011, the Dodge Ram would be Canada's best-selling truck. Despite Dodge's momentum, that seems unlikely.

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Popular Car Market Share In Canada - May 2011

Five out of every 100 new vehicles sold in Canada in May 2011 were Ford F-Series pickup trucks. That's down from nearly six out of every 100 new vehicles sold in Canada in April. Year-over-year, F-Series sales were down 10% in May. 

Six of Canada's 20 best sellers were SUVs or crossovers. Add one minivan to that total, plus four trucks, and you're left with nine cars, one of which - the Ford Focus - took over from the Toyota RAV4. 

The RAV4 was the only vehicle to lose its spot on the list of Canada's 20 best-selling vehicles. 11 of the Top 20 were made by General Motors, Ford Motor Company, or the Chrysler Group.

The remaining couple hundred nameplates on sale in Canada improved their market share in contrast to Canada's 20 best-selling, from 52.3% in April to 52.6% in May. 

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