ItalY: 2013 Car Market at 1.35 million. Land Rover is hot!

Starting the New Year we forecast the Italian market up to 2015. In spite of general economic expectations are the lowest in the last 25 years, the Italian financial outlook is improving and the renewed euro stability is going to generate a strong benefit in the national debt cost, helpful for sustaining the country economic recovery.

Carlo Simongini, Founder & Managing Partner of focus2move.com declared: “In 2013, the Italian car market will benefit the increased car loans availability with financed vehicle mix expected to surge at 78% from 75% in 2012. However, the demand will be hit by increasing unemployment and politics debates. A slow market recovery will start only in the first quarter 2014”.

The Italian car market declined in the last 5 years, following the all-time record achieved in the 2007 at 2.4 million units. In the 2012 it declined at 1.4 million. The 2013 is foreseen down at 1.35 million while the 2014 and 2015 recovery will move the market at 1.55 million, over 0.9 million below the 2007 record.

Only four brands were able to gain volumes and share in the last three year:

Hyundai last year sold 43.181 units, 7.000 more than in 2010 with share soared at 3.1% from 1.8%. Kia sold 26.953 cars roughly 8.000 more than two years ago with share at 1.9%, up 0.8 points of share from 2010. Finally, Dacia sold 26.367 cars from 22.538 in 2010, with share at 1.9% from 1.1%.

However the best brand as share increase was Land Rover. Selling 13.573 units in the 2012, the British brand increased sales by 2.800 units, doubling share from 0.5% to 1.0%.

Looking at the top brands 2010-2012 performance:

Fiat loss around 157.000 sales in three years, while the market share fell from 23.0% in the 2010 to 21.0% in the 2012. The new Panda represents near 50% of total sales, while the larger and more profitable models disappeared from sales ranking. The new 500L is renewing the 500 success.

Volkswagen was the winner, gaining the import leadership with a share grew from 6.9% to 8.1%. The high brand reputation among Italians was the winning tools and in any segment Volkswagen is always considered among potential choice, with a premium price over competitors.

Ford was the loser, leaving the importers leadership which was kept for almost 20 consecutive years. The Koreans assault directly hit Ford, which tried to update its traditional aggressive approach to the market, failing. In three years, Ford lost 83.000 units with share dropped from 9.3% to 7.1%. The Focus, since 1998 an icon in Italy, in the 3rd generation had lost the appeal and was not a success.

Opel was stable in 4thplace, selling in the 2012 78.183, down 50.000 units from 2010 with share declined at 5.6%, down 0.9 points of share from 2010. Opel suffered the Korean attack as Ford but had protected its share marginally better than Ford. The Astra is losing share, while the Insigna was able to reaffirm the brand in the C/D segment.

Lancia was 5th, down 2 spots, with 4.160 units and a share of 4.7%, down 0.2 points from the previous month. Full Year it was 5th with 71.266 sales and a share of 5.1%. The Top model, the Ypsilon was 10th, down 6 spots.

Citroen and Peugeot were 6th and 7th and apparently wish to sell the some across the years. Both have lost share, from 5.4% in 2010 at 4.9% in 2012.

Renault dropped from 5th place in 2010 to the 8th in 2012, with sales dropped at 59.404 and share at 4.2%, down 1.2 points of share.

Toyota was stable in 9th place, with sales down at 55.369 in 2012 and share almost stable at 3.9%, down 0.1 points from 2010.

Audi was 10th with 50.886, losing around 10.000 units in the period with the share growing at 3.6% from 3.1% in 2010.

In The table below, the Top 25 Brands ranked by last year position:

Rank

Brand

2010

2011

2012

2010

2011

2012

1

Fiat

451.519

362.811

294.033

23,0%

20,7%

21,0%

2

Volkswagen

136.229

139.460

114.135

6,9%

8,0%

8,1%

3

Ford

183.542

147.936

100.147

9,3%

8,4%

7,1%

4

Opel

127.260

115.555

78.183

6,5%

6,6%

5,6%

5

Lancia

86.952

84.862

71.266

4,4%

4,8%

5,1%

6

Citroen

105.865

81.949

69.412

5,4%

4,7%

4,9%

7

Peugeot

105.383

78.283

69.236

5,4%

4,5%

4,9%

8

Renault

106.552

83.273

59.404

5,4%

4,8%

4,2%

9

Toyota

77.593

68.110

55.369

4,0%

3,9%

3,9%

10

Audi

60.018

60.615

50.886

3,1%

3,5%

3,6%

11

Nissan

56.009

65.079

50.270

2,9%

3,7%

3,6%

12

Hyundai

36.126

43.357

43.181

1,8%

2,5%

3,1%

13

Bmw

53.883

50.688

42.334

2,7%

2,9%

3,0%

14

Alfa Romeo

51.931

58.197

42.125

2,6%

3,3%

3,0%

15

Mercedes

53.829

50.457

41.213

2,7%

2,9%

2,9%

16

Chevrolet

36.993

32.681

30.970

1,9%

1,9%

2,2%

17

Kia

19.060

19.473

26.953

1,0%

1,1%

1,9%

18

Dacia

22.538

26.280

26.367

1,1%

1,5%

1,9%

19

Smart

26.043

24.125

21.452

1,3%

1,4%

1,5%

20

Mini

18.047

21.602

17.784

0,9%

1,2%

1,3%

21

Volvo

17.591

18.600

14.849

0,9%

1,1%

1,1%

22

Suzuki

28.483

21.733

14.699

1,5%

1,2%

1,0%

23

Land Rover

10.753

10.641

13.573

0,5%

0,6%

1,0%

24

Skoda

15.137

14.907

10.726

0,8%

0,9%

0,8%

25

Seat

14.409

15.218

10.627

0,7%

0,9%

0,8%

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