Flash Reports

February 2013 Ireland Car Market fell again. BMW & Hyundai down, Renault & Nissan up.

February 2013 car sold were 10.619, with a drop of 7.5% from last year. Year-to-date sale were 27.910, down 14.9% on last year. February is the middle month in what is considered the three most important selling months of the year and there were a few surprises this month.

In the volume sector it was business as usual but Nissan surged from 5th place in January to 3rd place in February thanks to the Qashqai achieving status as the number one selling individual car model in the month.

In the premium sector BMW, who had a great start in January with 5.3% of the market, had what looks like a disastrous performance in February with 269 units, versus Audis 617. They finished January inside the top 10 in 9th position, just behind Audi in 8th position, but their February performance, which represented just 2.5% of the market, has pushed them out of the top 10 on a YTD basis, with 4.3% of the market and 11th place. This compares with a steady Audi performance in January and February, with a YTD share of 5.6% and 8th place.

However the month ended with an estimated 2,000 units registered on the last day, some 19% of the total months registrations, pointing towards an increased level of pre registration activity to bolster the ever decreasing number of real sales.

Volkswagen held its number one position in February, selling 1,225 passenger vehicles giving them a 11.5% share, down 0.9 points on both January 2013 and February 2012. The bulk of their sales, or registrations, came in the third quarter with 775, or 63%, of their total months registrations coming in the last 10 days.

Toyota was second, selling 1,085 units helped by a strong performance by the new Auris, which was in fourth position for the month by model at 349 units. The Avensis remained in 6th position from January but the Corolla, which is due a replacement soon, fell from 16th to 32nd position, with just 112 unit sales. The new Rav 4 will see a renewed level of activity for Toyota mid SUV sector when it goes on sale next month. Only two current model Rav’s found new homes in February, most likely due to stocks being extinguished. Toyota registrations in the last 10 days of the month represented 46% (506 of 1085) of their total months registrations pointing towards more retail deals done earlier in the month.

Nissan finished in 3rd position in February due to an astounding level of Qashqai sales. Overall the brand sold 971 units, or 9.1% of the market in the month with the Qashqai finishing as market leader with 676 unit sales, a whopping 6.4% of the total car market. Nissan remain in 5th position YTD, just 105 units behind Hyundai.

Ford has to settle for number four position this month with 954 unit sales, 9.0% of the market, down 1.6 points on January. The Focus finished 5th in the top ten models, due to advances by the Qashqau, the new Toyota Auris and Renault Clio. Ford still retain their 3rd place overall YTD behind Volkswagen and Toyota and well ahead of Hyundai by 506 units. Anecdotal evidence suggests that to lack of new car stock in the Country is the reason why Ford are not putting in a better performance overall.

Renault surged in February with 826 registrations and a 7.7% market share despite only a 3.4% share in January. It none the less is down 1.1 points on February 2012 where they secured 8.6% of the market. Clio represented 404 or 49% of their total units in the month and 66% of their registrations for the month came in the last 10 days. Local marketing activity sees Renault return to the value offer proposition with 5 years warranty and 5000KM of free fuel being offered on all retail sales.

Skoda continued with a steady performance with total units of 807 in February, up 0.7 points on January with a 7.6% share of market for the month. Similar to their sister brand VW, 61.7% of Skoda registrations in February came in the last 10 days. Current model Octavia is on run out making way for the imminent new model, which should see Skoda’s market share hold firm if not grow while the overall market falls as the year gets older. Despite this, the current Octavia was their best selling model this month in 8th position overall. With austerity measures still affecting consumer behavior in the Irish marketplace, Skoda can only benefit from the public’s quest for value and economy when considering their next car purchase.

Hyundai continued to perform strongly in the top 10, finishing in 7th position for the month but retaining their YTD 4th position. Sales this month totaled 761, 7.2% of the market, up 1.1 points on 2012. The iX35 continues to be their best selling model followed by the i40 and i30.

Audi put in a steady performance in February with 617 units, a 5.8% share, up 1.3 points on February 2012. They continue to lead the premium sector in an overall 8th place, versus BMW in 11th and Mercedes a weak 15th. The A4 was their best selling model with 167 units, 27% of their total sales. Audis wide spread of models across the premium sector leaves them less reliant on one or two individual models to gain market share unlike BMW who are relatively reliant on the 3 & 5 Series to achieve market share.

Opel was 9th, selling 599 units with a share of 5.6%, down 0.5 points from the previous month and 0.3 points on 2012. They retain their 7th position YTD and the Astra was their best selling model in 11th place followed by the Insignia in 15th.

Kia finished 10th, selling 543 units, up 0.9 points on January giving them 5.1% of the February market. Their share in February 2012 was also 5.1%, pointing to a steady level of sales in a declining market. The Sportage continued as their best selling model with 222 units and 13th place followed by the Cee’d in 17th with 168 units, well ahead of the comparable i30 in 26th place. Supply restrictions are quoted by dealers as their only real constraint in selling more cars.

In the table below, the Top 25 brands, ranked for the February position:

Rank Feb

Rank Jan

Rank Ytd

Feb

Ytd Feb

I Half 2012

FY 2012

Jan

Feb

Ytd Feb

1

1

1

Volkswagen

1.225

3.362

12,3%

12,7%

12,4%

11,5%

12,0%

2

2

2

Toyota

1.085

2.940

12,7%

12,6%

10,7%

10,2%

10,5%

3

5

5

Nissan

971

2.179

8,1%

7,6%

7,0%

9,1%

7,8%

4

3

3

Ford

954

2.793

10,8%

10,8%

10,6%

9,0%

10,0%

5

12

9

Renault

826

1.418

7,2%

6,6%

3,4%

7,8%

5,1%

6

6

6

Skoda

807

2.008

6,2%

6,4%

6,9%

7,6%

7,2%

7

4

4

Hyundai

761

2.284

6,3%

6,6%

8,8%

7,2%

8,2%

8

8

8

Audi

617

1.558

4,5%

4,6%

5,4%

5,8%

5,6%

9

7

7

Opel

599

1.648

6,4%

6,4%

6,1%

5,6%

5,9%

10

10

10

Kia

543

1.266

3,8%

3,9%

4,2%

5,1%

4,5%

11

11

12

Peugeot

368

1.003

2,8%

2,8%

3,7%

3,5%

3,6%

12

13

13

Seat

332

864

1,6%

1,7%

3,1%

3,1%

3,1%

13

9

11

Bmw

269

1.194

4,0%

4,3%

5,3%

2,5%

4,3%

14

16

16

Citroen

209

469

1,5%

1,5%

1,5%

2,0%

1,7%

15

15

15

Mercedes

193

532

2,2%

2,3%

2,0%

1,8%

1,9%

16

14

14

Mazda

184

537

1,7%

1,8%

2,0%

1,7%

1,9%

17

17

17

Honda

146

389

1,3%

1,4%

1,4%

1,4%

1,4%

18

18

18

Volvo

102

301

1,4%

1,5%

1,2%

1,0%

1,1%

19

21

20

Mini

72

183

0,5%

0,6%

0,6%

0,7%

0,7%

20

22

21

Mitsubishi

70

178

0,5%

0,5%

0,6%

0,7%

0,6%

21

19

19

Suzuki

64

199

0,8%

0,8%

0,8%

0,6%

0,7%

22

20

22

Land Rover

59

176

0,6%

0,6%

0,7%

0,6%

0,6%

23

24

24

Fiat

50

114

1,0%

0,9%

0,4%

0,5%

0,4%

24

23

23

Dacia

40

129

0,0%

0,0%

0,5%

0,4%

0,5%

25

26

25

Jaguar

28

64

0,3%

0,3%

0,2%

0,3%

0,2%

In the table below, the top 25 models, ranked for position in the month:

Rank Feb

Rank Jan

Rank YTD

Model

Feb

Ytd Feb

I Half

2012

Jan

Feb

Ytd Feb

1

3

1

Nissan Qashqai

676

1.335

4,4%

4,1%

3,8%

6,4%

4,8%

2

2

2

Volkswagen Golf

534

1.323

4,2%

4,3%

4,6%

5,0%

4,7%

3

45

14

Renault Clio

404

513

1,8%

1,5%

0,6%

3,8%

1,8%

4

7

5

Toyota Auris

349

841

2,5%

2,4%

2,8%

3,3%

3,0%

5

1

3

Ford Focus

337

1.162

4,9%

4,7%

4,8%

3,2%

4,2%

6

6

6

Toyota Avensis

322

821

3,8%

3,7%

2,9%

3,0%

2,9%

7

4

4

Ford Fiesta

307

930

2,7%

2,7%

3,6%

2,9%

3,3%

8

5

7

Skoda Octavia

271

788

3,1%

3,0%

3,0%

2,6%

2,8%

9

12

9

Hyundai ix35

254

647

1,9%

2,0%

2,3%

2,4%

2,3%

10

8

8

Volkswagen Passat

245

721

2,9%

3,0%

2,8%

2,3%

2,6%

11

10

9

Opel Astra

228

647

2,0%

2,0%

2,4%

2,1%

2,3%

12

11

11

Toyota Yaris

226

634

3,1%

3,1%

2,4%

2,1%

2,3%

13

13

12

Kia Sportage

222

560

1,4%

1,5%

2,0%

2,1%

2,0%

14

24

18

Renault Fluence

221

444

2,2%

2,4%

1,3%

2,1%

1,6%

15

21

16

Opel Insigna

216

465

2,0%

2,1%

1,4%

2,0%

1,7%

16

34

30

Skoda Rapid

176

315

0,0%

0,0%

0,8%

1,7%

1,1%

17

32

28

Kia Cee’d

168

334

0,8%

0,9%

1,0%

1,6%

1,2%

18

23

22

Audi A4

167

398

1,1%

1,2%

1,3%

1,6%

1,4%

19

18

19

Hyundai i40

165

436

1,6%

1,6%

1,6%

1,6%

1,6%

20

29

26

Skoda Superb

158

359

1,3%

1,3%

1,2%

1,5%

1,3%

21

17

17

Peugeot 208

152

451

0,0%

0,0%

1,7%

1,4%

1,6%

22

14

15

Volkswagen Polo

145

467

2,1%

2,2%

1,9%

1,4%

1,7%

23

29

27

Renault Megane

135

336

2,5%

2,1%

1,2%

1,3%

1,2%

24

27

29

Nissan Juke

128

330

1,3%

1,3%

1,2%

1,2%

1,2%

25

19

23

Hyundai i30

126

394

0,8%

1,0%

1,5%

1,2%

1,4%

25

20

24

Audi A6

126

379

1,2%

1,2%

1,5%

1,2%

1,4%

27

31

31

Seat Ibiza

123

300

1,1%

1,1%

1,0%

1,2%

1,1%

28

48

38

Ford Mondeo

118

224

1,5%

1,5%

0,6%

1,1%

0,8%

29

22

25

Nissan Micra

116

361

1,7%

1,5%

1,4%

1,1%

1,3%

30

15

20

BMW 3-Series

114

431

0,8%

1,1%

1,8%

1,1%

1,5%

31

38

36

Seat Leon

113

235

0,0%

0,0%

0,7%

1,1%

0,8%

32

16

21

Toyota Corolla

112

420

2,2%

2,3%

1,8%

1,1%

1,5%

33

36

35

Mercedes E Class

111

239

1,2%

1,2%

0,7%

1,0%

0,9%

34

38

37

Skoda Fabia

107

229

1,1%

1,1%

0,7%

1,0%

0,8%

35

42

39

Honda Civic

101

221

0,7%

0,7%

0,7%

1,0%

0,8%

36

9

13

BMW 5-Series

100

536

2,1%

2,1%

2,5%

0,9%

1,9%

37

37

40

Audi A3

90

215

0,0%

0,0%

0,7%

0,8%

0,8%

38

26

32

Opel Corsa

79

283

1,7%

1,7%

1,2%

0,7%

1,0%

39

27

34

Hyundai Santa Fe

76

278

0,0%

0,0%

1,2%

0,7%

1,0%

39

52

52

Kia Rio

76

107

0,8%

0,8%

0,2%

0,7%

0,4%

41

45

43

Ford C-Max

70

179

0,7%

0,8%

0,6%

0,7%

0,6%

42

25

33

Volkswagen Jetta

69

281

1,1%

1,1%

1,2%

0,6%

1,0%

42

50

47

Seat Toledo

69

170

0,0%

0,0%

0,6%

0,6%

0,6%

44

43

42

Mazda3

63

182

0,0%

0,8%

0,7%

0,6%

0,7%

45

51

50

Volkswagen Tiguan

58

154

0,7%

0,7%

0,6%

0,5%

0,6%

46

33

40

Hyundai i20

56

215

0,0%

0,0%

0,9%

0,5%

0,8%

46

44

44

Peugeot 508

56

174

0,8%

0,8%

0,7%

0,5%

0,6%

48

40

44

Skoda Yeti

53

174

0,6%

0,7%

0,7%

0,5%

0,6%

49

47

49

Peugeot 308

52

159

0,0%

0,0%

0,6%

0,5%

0,6%

50

35

46

Hyundai ix20

43

172

0,8%

0,8%

0,7%

0,4%

0,6%

This report was written by Mr. Niall Cunningham, our correspondent from Ireland.

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