Italy: Car Market down 11% in October 2012. Fiat Panda at 10%.

When the assault at Monti’s government was peaking, the car market surprised many, posting the smoother year-on-year decline in the last year, with the Seasonally Adjusted Annual Rate (SAAR) index, recovering at 1.45 million from the September 1.30 million, which was the lowest in over 25 years.

Hard finding correlation with the economy, in spite of the 2013 Italian National Budget presented in October, now under discussion in the Parliament, includes a cut at income taxes and a 50% cut at VAT increase already announced for mid-2013. In normal circumstances, these strong signs of economic outlook improvement (Italy will respect anyhow the budget break-even task in 2013) had been underlined and stressed, while in Italy all media are concentrated on the next elections battle. Unfortunately, new elections are due in April and the Monti’s tale is really close to the end.

Year-to-date October sales were 1.208.000, down 19.3% from last year, projecting the year end at 1.430.000.

The event of October was the Fiat Panda achievement of 10.4% market share, first time since 1989, when the number of brands and models were probably 1/3 of today. The Panda sales were the 49% of Fiat October sales (40% of YTDs) confirming the ability of the Italian Group to lead the entry level segment (low profitable) and the weakness in all others segments (more profitable).

Looking in deep at the October data:

Fiat sold 24.827 units with a share of 21.2%, down 0.8 points of share from previous month. Year-to-date sales were 252.558 with a share of 20.9%. After talking with Monti’s team. Fiat announced the intention to invest again in Italy, not closing any plant. Last month, Fiat also announced to postpone the already announced investment of a new plant in St. Petersburg, Russia. The impression is Fiat will use Italian incentives to locally develop new technologies for low emission small vehicles. Would Fiat finally join the group of makes favorable at the electric vehicles development?

Volkswagen in 2nd sold 10.117 cars with a stable share of 8.7%. Year-to-date sales were 100.257 with a share of 8.3% and the 2nd place in the market, 1 spot better than in 2011. Volkswagen held 5 models in the top 50, with Golf 7th and the Up! surged in 36th.

Ford was 3rd, with 7.972 sales and a share of 6.8%, up 0.2 points of share from previous month. Year-to-date sales were 86.779 with a share of 7.2%. Fiesta was the best model and in October jumped in the podium, 3rd with growing share. Unfortunately, Focus continues to navigate far from the Top 10, where it was stable since 1998 and new C-Max is losing share after a positive year.

Peugeot grew in 4th position, up 1 spot (7th year-to-date), with 7.111 sales and a share of 6.1%, up 1.0 points from the previous month. Year-to-date sales were 59.236 and in the last two months of the year, Peugeot could outpace Citroen and Lancia to achieve the 5th position. Among a competitive product range, the star was the 208, now 5th, 2 spots up, in the month.

Opel was 5th, down 1 spot, with 5.983 sales and a share of 5.1%, down 0.9 points from the previous month. Opel launched the SUV Mokka with the hope to recover market share. The top model was the Corsa 13th, while Astra, traditionally a top model in Italy, was only 20th.

Citroen was 6th with 5.622 sales and a share of 4.8%, up 0.8 points from a negative September. YTD share was 5.0%. The top model was the C3, 9th.

Lancia was 7th with 5.460 units and a share of 4.7%, substantially stable. The Group announced to plan a Lancia middle terms business plan revised, due to low brand appeal. It is the first time and looks like the decision to give up after an awful brand strategy applied by Marchionne and its predecessors. Last month, we underlined as Lancia at July 2012 was the world’s 58th global car brand rising doubts about the strategy applied in Europe, using Chrysler products, made in USA not adequate for brand which promise “Italian fashion”.

In The table below, the Top 30 Brands ranked by year to date position:

Rank

Brand

Oct

Ytd Oct

Q1

Q2

Sep

Q3

Oct

Ytd Oct

1

Fiat

24.827

252.558

19,2%

21,9%

22,0%

21,9%

21,2%

20,9%

2

Volkswagen

10.117

100.257

8,5%

7,8%

8,7%

8,6%

8,7%

8,3%

3

Ford

7.972

86.779

8,2%

6,3%

6,6%

7,0%

6,8%

7,2%

4

Opel

5.983

67.846

5,7%

5,7%

6,0%

5,7%

5,1%

5,6%

5

Lancia

5.460

61.920

5,0%

5,5%

4,9%

4,9%

4,7%

5,1%

6

Citroen

5.622

60.527

5,2%

5,2%

4,0%

4,4%

4,8%

5,0%

7

Peugeot

7.111

59.236

4,4%

4,7%

5,1%

5,3%

6,1%

4,9%

8

Renault

4.285

50.317

4,1%

4,8%

3,6%

3,6%

3,7%

4,2%

9

Toyota

4.656

45.754

4,2%

3,4%

4,1%

3,6%

4,0%

3,8%

10

Audi

4.125

44.376

3,6%

3,7%

4,0%

3,9%

3,5%

3,7%

11

Nissan

4.324

43.104

3,8%

3,2%

3,8%

3,8%

3,7%

3,6%

12

Hyundai

3.531

37.096

3,1%

3,1%

2,9%

3,0%

3,0%

3,1%

13

Alfa Romeo

3.332

36.914

3,0%

3,2%

2,9%

2,9%

2,9%

3,1%

14

Bmw

3.630

35.575

2,9%

2,8%

3,5%

3,2%

3,1%

2,9%

15

Mercedes

3.442

34.910

2,9%

2,9%

3,1%

2,7%

2,9%

2,9%

16

Chevrolet

2.308

27.129

2,1%

2,7%

1,8%

1,8%

2,0%

2,2%

17

Kia

2.843

23.065

1,7%

1,7%

1,9%

2,2%

2,4%

1,9%

18

Dacia

2.263

22.799

1,9%

2,0%

1,5%

1,7%

1,9%

1,9%

19

Smart

1.863

18.987

1,4%

1,7%

1,6%

1,6%

1,6%

1,6%

20

Mini

1.652

15.243

1,2%

1,3%

1,2%

1,2%

1,4%

1,3%

21

Volvo

1.282

12.528

1,1%

1,1%

1,0%

0,9%

1,1%

1,0%

22

Suzuki

1.272

12.433

1,2%

0,8%

1,2%

1,0%

1,1%

1,0%

23

Land Rover

1.195

11.668

1,0%

0,8%

1,1%

1,1%

1,0%

1,0%

24

Seat

983

9.238

0,9%

0,7%

0,5%

0,7%

0,8%

0,8%

25

Skoda

680

8.800

0,8%

0,7%

0,6%

0,6%

0,6%

0,7%

26

Jeep

478

5.471

0,5%

0,4%

0,4%

0,4%

0,4%

0,5%

27

Honda

419

4.691

0,3%

0,4%

0,4%

0,6%

0,4%

0,4%

28

Mitsubishi

334

3.731

0,4%

0,3%

0,2%

0,3%

0,3%

0,3%

29

Mazda

340

3.711

0,3%

0,3%

0,3%

0,4%

0,3%

0,3%

30

Subaru

306

3.025

0,3%

0,2%

0,3%

0,3%

0,3%

0,3%

Looking at the best-selling models, Panda at 10.4% was followed by Punto, declining at 4.7% and Fiesta, recovering share at 3.4%, up 0.4 points from previous month.

The Fiat 500 was 4th, in the month and Ytd, while the Peugeot 208 rose in 5th (18th year-to-date). Lancia Ypsilon was 6th, down 2 spots, followed by Golf and Polo.

Mercedes launched the new Class A with glamour and strong impact on the market. The model surged in 38th position.

In the table below, the top 50 models, ranked for last month position:

Rank Oct

Rank Ytd

Model

Oct

Ytd Oct

I Half

Sep

Q3

Oct

Ytd Oct

1

1

Fiat Panda

12.175

100.721

8,0%

8,3%

8,4%

10.4%

8,3%

2

2

Fiat Punto

5.493

70.261

6,0%

6,3%

5,8%

4,7%

5,8%

3

5

Ford Fiesta

3.992

36.515

2,9%

3,0%

3,2%

3,4%

3,0%

4

4

Fiat 500

3.684

38.181

3,1%

3,2%

3,4%

3,2%

3,2%

5

18

Peugeot 208

3.680

14.642

0,5%

2,6%

2,5%

3,1%

1,2%

6

3

Lancia Ypsilon

3.376

39.266

3,4%

3,0%

3,0%

2,9%

3,2%

7

6

Volkswagen Golf

3.206

31.076

2,5%

2,8%

2,7%

2,7%

2,6%

8

8

Volkswagen Polo

2.865

27.642

2,3%

1,9%

2,1%

2,5%

2,3%

9

7

Citroen C3

2.775

30.919

2,8%

1,5%

1,8%

2,4%

2,6%

10

9

Alfa Romeo Giulietta

2.508

26.263

2,2%

2,2%

2,1%

2,1%

2,2%

11

12

Nissan Qasquai

2.357

20.022

1,6%

1,5%

1,7%

2,0%

1,7%

12

10

Toyota Yaris

2.139

23.261

2,0%

2,0%

1,8%

1,8%

1,9%

13

11

Opel Corsa

2.137

22.223

1,8%

2,3%

1,9%

1,8%

1,8%

14

13

Renault Clio

1.896

19.457

1,7%

1,5%

1,4%

1,6%

1,6%

15

14

Smart fortwo

1.863

18.999

1,5%

1,6%

1,6%

1,6%

1,6%

16

17

Mini

1.652

14.658

1,3%

0,6%

1,0%

1,4%

1,2%

17

23

Lancia Musa

1.189

11.927

1,0%

1,0%

1,0%

1,0%

1,0%

18

28

Mercedes B Class

1.153

10.328

0,8%

1,0%

0,9%

1,0%

0,9%

19

25

Nissan Juke

1.094

10.642

0,9%

0,8%

0,8%

0,9%

0,9%

20

16

Opel Astra

1.092

16.561

1,5%

1,2%

1,2%

0,9%

1,4%

21

20

Volkswagen Tiguan

1.076

13.135

1,1%

1,0%

1,0%

0,9%

1,1%

22

38

Toyota Aygo

1.064

8.651

0,7%

0,8%

0,7%

0,9%

0,7%

23

15

Ford Focus

1.063

17.213

1,6%

1,1%

1,1%

0,9%

1,4%

24

37

BMW 3 series

1.047

8.695

0,7%

0,8%

0,7%

0,9%

0,7%

25

21

Dacia Duster

1.032

13.079

1,2%

0,8%

0,8%

0,9%

1,1%

26

40

Audi Q3

995

8.510

0,7%

0,7%

0,7%

0,9%

0,7%

27

29

Chevrolet Spark

975

9.975

0,8%

0,8%

0,8%

0,8%

0,8%

28

24

Hyundai Ix35

939

11.614

1,0%

0,8%

0,9%

0,8%

1,0%

29

36

Volkswagen Passat

922

8.851

0,7%

0,8%

0,7%

0,8%

0,7%

30

22

Fiat Freemont

912

12.381

1,0%

0,8%

1,2%

0,8%

1,0%

31

53

BMW X3

896

7.102

0,6%

0,6%

0,6%

0,8%

0,6%

32

19

Ford C-Max

895

14.454

1,3%

0,8%

1,1%

0,8%

1,2%

33

54

Kia Sportage

878

7.094

0,5%

0,7%

0,7%

0,8%

0,6%

34

27

Fiat Bravo

865

10.389

0,8%

1,0%

1,0%

0,7%

0,9%

35

45

Dacia Sandero

856

7.535

0,6%

0,6%

0,6%

0,7%

0,6%

36

50

Volkswagen Up!

855

7.205

0,5%

0,9%

0,7%

0,7%

0,6%

37

30

Renault Megane

844

9.892

0,9%

0,7%

0,7%

0,7%

0,8%

38

56

Mercedes Class A

843

6.957

0,6%

0,4%

0,4%

0,7%

0,6%

39

26

Opel Meriva

841

10.569

0,9%

0,7%

0,7%

0,7%

0,9%

40

32

Fiat Qubo

840

9.492

0,8%

0,7%

0,9%

0,7%

0,8%

41

41

Audi A1

839

8.441

0,7%

0,6%

0,8%

0,7%

0,7%

42

35

Audi A4

814

8.854

0,7%

0,8%

0,8%

0,7%

0,7%

43

34

Lancia Delta

800

8.869

0,8%

0,7%

0,6%

0,7%

0,7%

44

44

Kia Rio

805

7.752

0,6%

0,7%

0,8%

0,7%

0,6%

45

62

Land Rover Evoque

796

6.354

0,4%

0,6%

0,7%

0,7%

0,5%

46

59

Opel Zafira

790

6.586

0,5%

0,5%

0,5%

0,7%

0,5%

47

31

Alfa Romeo MI.TO

725

9.511

0,8%

0,6%

0,7%

0,6%

0,8%

48

33

Nissan Micra

578

9.079

0,7%

1,2%

0,9%

0,5%

0,8%

49

48

Mercedes C Class

664

7.295

0,6%

0,6%

0,5%

0,6%

0,6%

50

49

BMW X1

652

7.272

0,6%

0,6%

0,5%

0,6%

0,6%

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