Best-selling Brands in Europe: 2013 ranking. Does Alfa Romeo die?

Thanks to its database and the network of its local correspondents, focus2move.com is now able to release sales data for the entire Europe, from Portugal to Ukraine. The countries included are not only those inside the European Community – as released by ACEA association – but also others, such as Bosnia, Serbia, Macedonia, Moldavia, Bulgaria, Belarus, Russia, Turkey, and Ukraine. Moreover, data includes cars and light commercial vehicles in order to give a better view of the True European light passenger markets and allow a pear with pear comparison with the rest of the World.

December 2013 was the third year on year growing month in a row for the whole European light passenger vehicles market with a total of 1.486.200 vehicles sold, up 10.8% from last year. Full Year 2013 sales have been 17.683.502, down 1.8% from last year. To see detail by market, see our Report.

In this report we compare 2013 performance with the previous years. Total market was at 18.28 million in 2010, 19.07 million in 2011, 18.01 million in 2012 and 17.68 million in 2013.

This time we would like to start from the last of this list.

Alfa Romeo, ranked 30th, down 4 spots from 2011, with sales at 65.584 from 131.696 in 2011. We are sorry to see how this brand is near to the end, 10 years later than Mr. Marchionne announced a plan to move up sales at 300.000.

Two spots up there is another Italian icon, Lancia, ranked 28th, down 1 spot from 2011, with 72.960 retails, down 26.000 from 2011, when a new line up was launched in Europe, with American products made by Chrysler, offered at the market under the Lancia nameplate, with vigorous prices and a lot of apparently good intentions. It seems that European consumers have not appreciated at all.

Coming up, we find Land Rover, in 26th place, up 2 spots from 2011, with 144.952 retails, up 52.000 from 2011. That’s a great job!

Chevrolet was 17th with 336.207 sales and a share of 1.9%, down 0.1 points from 2011. Recently the “owner” of this brand – GM – announced the intention to give up on selling Chevrolet in Europe. The decision looks really not understandable and should be correlated with low Management attitude on working positioning this brand in a positive niche of the European market, as they are doing in many others regions in the World.

Dacia advanced in 17th, up 2 spots from 2011, with 344.708, up 60.000 units. In seams the Romanian brand sold the cars lost by Chevrolet. Dacia is growing, positioning a brand in a niche, making money. Are people there smarter than in Chevrolet Europe?

Skoda can represent another good sample for losers. The Czech Republican brand was 13th, up 2 spots from 2011, with 630.052 retails, up 32.000 from 2011. They are able to sell a wide range of products, from city-cars to D segment (Rapid) where many others European not premium players already gave up.

Fiat was 8th, down 1 spot selling 767.000 vehicles, down 150.000 from 2011, with share at 4.3%, down 0.5 points from 2011. Among top players, it was one of the worst. Italian market loss is one of the reasons of this performance, but while Fiat shareholders are spending time and making money travelling across the Atlantic, Fiat products are any day more residual in the old continent, a part in Italy.

Mercedes finally renovated the style and in 2013 soared in 7th place, up 3 spots from 2012, keeping leadership among premium brands overtaking Audi. 2013 sales have been 767.921 with share at 4.3%, up 0.6 points from 2011.

Renault ended the 2013 in second place, as in 2011, outpacing Ford. The French make has lost share between 2011 and 2013 as all others leading brand, excluding Volkswagen. Last year performance was sustained by new products, Clio and Captur and was quite positive, improving 18.000 units from 2012, considering the loss of French market.

Last but not least, Volkswagen. The market leader improved share from 10.9% to 11.2% remaining in the range of 2 million vehicles sold. The German brand is leader in many markets and looks stronger in West than in East Europe, where it is under attack by an emerging brand, Skoda.

In the table below, the Top 30 brands in the Light Passenger Vehicle (Cars + Light Commercial Vehicles) market in the entire Europe (39 countries):

Rank 2013

Rank 2012

Rank 2011

 

Sales 2011

Sales 2012

Sales 2013  

Share 2011

Share 2012

Share 2013

1

1

1

Volkswagen

2.077.975

2.031.501

1.983.726

10,9%

11,3%

11,2%

2

3

2

Renault

1.513.547

1.279.230

1.297.905

7,9%

7,1%

7,3%

3

2

3

Ford

1.455.884

1.305.130

1.259.806

7,6%

7,2%

7,1%

4

4

4

Opel

1.198.919

1.020.603

1.010.739

6,3%

5,7%

5,7%

5

5

5

Peugeot

1.105.299

983.679

926.630

5,8%

5,5%

5,2%

6

6

6

Citroen

986.561

859.204

784.559

5,2%

4,8%

4,4%

7

10

9

Mercedes

728.070

724.042

767.921

3,8%

4,0%

4,3%

8

7

7

Fiat

910.666

776.735

767.245

4,8%

4,3%

4,3%

9

8

8

Audi

770.273

757.136

750.253

4,0%

4,2%

4,2%

10

9

10

Toyota

726.632

736.873

747.438

3,8%

4,1%

4,2%

11

11

12

BMW

668.274

697.115

703.198

3,5%

3,9%

4,0%

12

12

13

Hyundai

636.584

680.409

672.404

3,3%

3,8%

3,8%

13

14

15

Skoda

596.962

621.373

630.052

3,1%

3,4%

3,6%

14

13

11

Nissan

681.830

647.389

627.557

3,6%

3,6%

3,5%

15

16

16

Kia

463.909

558.750

573.993

2,4%

3,1%

3,2%

16

15

14

Lada

612.631

566.246

469.555

3,2%

3,1%

2,7%

17

19

19

Dacia

284.841

266.055

344.708

1,5%

1,5%

1,9%

18

17

17

Chevrolet

389.584

407.462

336.207

2,0%

2,3%

1,9%

19

18

18

Seat

321.756

269.326

304.400

1,7%

1,5%

1,7%

20

20

20

Volvo

269.990

257.882

252.671

1,4%

1,4%

1,4%

21

23

23

Mazda

182.771

171.416

194.167

1,0%

1,0%

1,1%

22

22

24

Honda

178.785

181.051

185.000

0,9%

1,0%

1,0%

23

21

22

Suzuki

196.199

191.266

184.619

1,0%

1,1%

1,0%

24

24

21

Mitsubishi

209.604

169.194

180.013

1,1%

0,9%

1,0%

25

25

25

Mini

173.088

162.817

159.020

0,9%

0,9%

0,9%

26

26

28

Land Rover

92.838

134.830

144.952

0,5%

0,7%

0,8%

27

28

29

Gaz

90.401

93.208

85.890

0,5%

0,5%

0,5%

28

30

27

Lancia

98.993

90.106

72.960

0,5%

0,5%

0,4%

29

31

31

Smart

78.916

69.952

65.772

0,4%

0,4%

0,4%

30

29

26

Alfa Romeo

131.696

90.980

65.584

0,7%

0,5%

0,4%

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