After some days waiting for official data now is possible to have a close analysis to Fiat-Chrysler sales figures in the main markets and most important models. The overall result could be considered more or less good though the troubled European market may change that at the end of the year. The whole group has sold around 1.8 million cars* in the first six months of 2012, up 5.7%, which is not considered bad in current conditions, especially taking into account that Italy counts for 13% of total sales and is a market that dropped 20%. It all means that the small growth in units sold is due to the great success most of Chrysler Group models are having in the US and Canada. Brazil would not be included in the list of good results as Fiat brand slow down its growth following the total market (-0.3%). The analysis by models shows two different worlds: Europe with terrible results for old products, and USA for good results for most of all the models, no matter the fact they are mostly old models.
Italy is Fiat’s main problem nowadays. The dependence of the group is evident and therefore total sales and practically all models are having very bad results. What used to be Fiat’s best selling car now occupies a second place and is severely affecting the whole company. The Punto, which counts for almost 23% of the group sales and drops 32%, much more than the market, and than its rivals. The ‘restyling’ gotten at the beginning of the year has not had any effect because consumers of B-Segment seem to prefer the new generation of Toyota Yaris (a fall of just 5.5%) or the new Peugeot 208 (4200 units). Then comes the Fiat 500 that falls even more due perhaps to the fact that is now facing its 5th year on the market without any significant change (see analysis of Fiat 500-Panda vs. VW Up! for June 2012). These two models count for 76% of main models fall. But in terms of percentage fall, the winner is the C-Compact Bravo with a spectacular fall of 47%, or 6.063 units less. This car is not old at all but the positioning given by the brand has not been the best allowing the VW Golf to keep its pole position among C-Segment cars. Nevertheless the german compact begins to suffer the consequences of its old age which can be seen by the good result gotten by the Giulietta (the best selling compact in April, May and June), which ‘only’ falls 18%, but is an alarm sign to Alfa as it is the only competitive product and is just 2 years old. Other really bad performers are Alfa MiTo, which just sold 16% more than Mini and 20% more than Audi A1, and Lancia Delta, down 36%. In a market that falled 20%, the Panda, Ypsilon and Freemont did quite well. The new generation Panda helped this popular model to maintain its sales figures and allowed it to become the country’s best selling car by far. Same situation for the Ypsilon, very popular in Turin. Fiat as a brand falled as much as the market, while Lancia did better only falling 11% and Alfa Romeo dropped 31%.
Published by Felipe
A car industry passionate, with interests in marketing, benchmarking, industry data, trends. I like everything regarding new launches, new car registrations world wide. Marketing and finance professional with international work experience.
View all posts by Felipe